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Today we want information in 140 characters. We read
newspapers and listen to the radio via the internet. Communication
is constantly changing. Amid the noise, in order to create
standout, we must craft messages that are targeted, direct and
easily understood.
At the recent Liquid/PRCA events in Jersey and Guernsey
we discussed this. Look at the Lord's Prayer and the messages it
conveys. It forms the basis of the way we behave and the foundation
of our justice system. It is just 66 words long.
The US Declaration of Independence is only 1,322 words.
You only have to look towards today's lengthy public sector
documents in the UK and the EU and many of their 'box ticking'
exercises to realise why so many policies, processes and procedures
are so misunderstood.
Clarity and brevity - central and essential for effective
messaging.
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