Getting to grips with visual communication

I took part in a fantastic training course on Friday, which I think could change the way I communicate in terms of the many presentations and workshops I am asked to do. I’ve always had a visual approach to communication, preferring to find an image to illustrate a point, rather than resorting to the sort of PowerPoints that are useless, because you can’t read them, and at the same time render you useless because they give your audience all the information. But quite often I am frustrated because I have a clear idea of the image I want, but can’t find it. So when I saw CreativityWorks offered a course on Cartooning for Communicators, and that it was in Brighton on 19 April when I had already arranged to be there the following day, it seemed to have my name all over it. So I booked it, and went along.

It was an absolutely fantastic course. Yes, it was drawing and we spent some time rediscovering our inate ability to draw. But in the afternoon it was more about the value of visual information. The act of trying to find a visual representation of an idea makes you think more simply about what it is you are trying to say. And it also engages your audience in a different way.

So when I’m talking about communicating clearly I can use something like this:

Avoid jargon

 

 

 

 

 

 

 

 

And rather than saying ‘think about your audience and the language they use’, I can show this:

 

 

 

 

 

 

 

 

It means I can react to events in a different way:

Government wants harder-working toddlers

 

 

 

 

 

 

 

 

 

I’ve got a long way to go, I know, but it feels transformational in terms of how I think about communicating. Even if I don’t use an image, the search for one will help me think about what exactly it is I am trying to say, and that can only be a good thing.

 

 

 

At the end of the course we were asked to do a cartoon to show what we had learnt. Don’t take this literally!

 

 

 

 

 

 

 

 

They have another course in Manchester in June and I would recommend it if you are in the sort of job where you regularly have to get up in front of people. You won’t regret it!

 

 

 

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License

What is social media for?

I’ve recently been at a few events on digital issues, and I’m off to Helsinki early tomorrow morning to do a workshop with colleagues there on digital communication. So I guess these issues have been at the forefront of my mind. In that light, I thought that the little anecdote of what happened today was pretty illustrative and worth sharing.

My brother lives in Borneo and I am visiting him in July. I had booked my ticket through Trailfinders, so he has asked me to talk to them about booking his ticket back to spend Christmas here. I went on their site, hoping to send them a message asking about it.

Their submit an enquiry form requires a level of detail I’m not ready to provide. Their contact us page is only telephone numbers and physical stores. I just wanted to ask if they can book a trip that starts and returns to outside the UK, so I thought, I’ll send them a quick tweet and ask if that’s possible. No sign of a twitter name on their site, so I did a search and found this article: ‘Social media gimmicky and not for us’ says Trailfinders

I think the position of Trailfinders makes a serious error and that’s about seeing social media as a marketing tool. Maybe the problem is the name: calling it ‘social media’ puts it in the same mental box as ad spend and newspaper/magazine coverage. What we are really talking about are tools for connecting people, to do whatever it is that they want to do with our organisation/brand/company. Seeing it as part of your marketing is why companies (wrongly) staff corporate twitter accounts with comms people, not client/customer service people. If I contact Virgin media by twitter about a problem, I don’t want them to reply with a phone number, I want them to answer my question. This is how people talk to each other now.

This attitude to social media also highlights something else I try to encourage people to consider, which is that the value of social is its intelligence function. You can quickly find out what people are saying about you. A search for ‘trailfinders’ on Twitter found a mixture: one irate guy whose flights had been changed and he hadn’t been informed, and several people highlighting how good the service is. Why would a company not want a more or less free way of finding out exactly what their customers are saying?

We’re in a transitional phase and I understand that it will take time for mindsets to change. But companies and organisations need to think about talking the language of their customers, and that also means connecting with them in ways that work for them. I’ve had great on-the-phone service from Trailfinders, but I have to admit that their inability to communicate with me in a way I feel comfortable with does make me feel a tiny bit less positive about them.