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Process Over Content
By: Dwayne W. Waite Jr.
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As communicators, we worry.

We constantly wonder what part of our message is going to be picked up. What part of our messages will be not just retained, but recalled? And most importantly, will the audience of our messages be moved to act on what it heard?

But do we rely solely on the content?

We have been spending time with those professionals who teach teachers, and it has been eye-opening. Yes, we believe that the information they are sharing is applicable to us and our industry. Just like we devise ways to create salient messages for our target audience, teachers are doing the same thing. A diverse and agile teaching style reaches the greatest amount of students; likewise, a diverse and agile campaign will fall on the most consumers.

But is that all we should be thinking?

Not so fast. As brand representatives and advocates, we know the content that we are going to share. Perhaps we should spend more of our time on the process of sharing the information. What guidelines are we following when we are communicating with our respective parties? Are we obeying the written and unwritten rules in the social contract we created between our brands and the consumer? If a process isn't followed, or created, this could be disastrous to our efforts.

In a creatively driven world, we must pay some attention to process. We know it's not as fun as talking about letting ideas flow, or following a hunch, or being creative for creativity's sake, but establishing a process could lead to those fun activities.

We all know what we want to say. We have to invest more time in figuring out the right process to do it.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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