Getting the Word Out:
Strategies for Successful Communication
Efficient communication equals effective leadership. Today's Phi Theta Kappa chapter and regional leaders have more methods of communication available to them than ever before. How do you find the right method for you and your constituencies? Consider the following.
Communication today relies on email and websites rather than printed pieces. But many chapters and regions still distribute a printed newsletter. Hazel Morgan, Newsletter Coordinator for the Tennessee Region, has experience with all three methods, and shares her comments about each.
Morgan, 65, an industrial technology major at Cleveland State Community College, received a Distinguished Regional Officer Award in the 2005 Hallmark competition in recognition of her communications expertise.
Electronic Newsletters:
The People's Choice
An informal poll of chapters and regions indicates that electronic newsletters are currently the most popular method of communication.
Advantages:
Quick assembly and delivery make
e-newsletters effective. "I send email
communications to the chapter advisors
and ask them to pass on the information to
their chapters," said Morgan. "That way I
can be sure my mailing list is accurate."
Disadvantages:
Photos, logos, clip art, color and fancy
type fonts can be easily incorporated into
an electronic newsletter. Don't get carried
away - too many illustrations can distract
your audience and sometimes make the
size of the file so huge that it becomes a
hardship for your readers.
Chapter and Regional Websites:
A Tricky Solution
A website can be an ideal venue to communicate - space is plentiful for articles, graphics and photos.
Advantages:
Phi Theta Kappa leaders planning to
utilize a website for communicating have a
head start on effectiveness: www.ptk.org.
Be sure your chapter or region's webpage includes links to the official Phi Theta Kappa website, to ensure accuracy and consistency of information. Refer to page 15 for more information on websites.
Disadvantages:
Special knowledge is required to build
and maintain a website. Too many chapter
and regional websites are abandoned
when the webmasters graduate.
Printed Newsletters:
Still Standing
Printed newsletters have been a communications staple for years, although the advent of desktop publishing and computer databases have changed both their look and their delivery.
Advantages:
Printed newsletters provide a historic permanent
record that cannot be deleted, and can be filed for easy
reference. "A template works best," said Morgan. "Keep
the format clean and the articles short."
Disadvantages:
Printing and mailing costs have slowly but steadily
escalated in the past year. "If a printed piece is costprohibitive,
consider an alternative," said Morgan. Also,
the time involved in producing a printed newsletter can
affect its timeliness.
RSS Feeds:
Breaking News
Don't overlook RSS feeds as you plan your communication strategy. This technology allows sites to distribute and share web content. Phi Theta Kappa offers RSS news and headline feeds of the weekly Breaking News stories and weekly Golden Key News Briefs - check it out at www.ptk.org/rss.
Content is Still King
The methods of communicating your message may have changed, but when preparing your message, the same "tried and true" rules still apply:- What you have to say is still the most important part. Layout and illustration are useful but secondary and should never overshadow the written words. Make your message clear and concise. A stilted vocabulary can obscure your message and make you sound pretentious. Include all information - but be brief and to the point.
- Be accurate. Check and recheck your facts and spelling, especially of people's names.
- Be timely. Send information about deadlines and event dates to readers in plenty of time.
- Be informative. Consider what your readers need to know. Don't bury the details about a new fundraising idea in a chronological account of the event - pull out the important information and lead with it.
For questions about chapter communication strategies, contact Chapter Programs Coordinator Garon Tate at 601.984.3555.
