YOUR MESSAGE MATTERS BUT SO DOES THE MESSENGER.
The wrong messenger will cause people to ignore you, or worse, not to feel confident about doing business or working with you.
Whoever delivers your message has to be trustworthy and engaging so people pay attention.
Many times, that is the CEO of the organization.
But sometimes you have a brilliant CEO who isn’t the greatest communicator and therefore, the messenger has to be somebody else.
As you plan your communication, internal or external, think about the situation, the audience you need to reach, and who is the best messenger to connect with them.
People often get stuck in hierarchy and titles but what you want are the people who can get the point across and get results.
Message plus the right messenger equals powerful communication.