Creative and strategic PR, social media, other digital things, events, video, content optimization. Guided by analytics. Usually way more effective by lots of different measures.
Human beings are very bad at retaining what they hear. On average, people forget more than 75% of the info they take in each day. On top of simple memory decay, add distraction - email, alerts, text messages, social network profile updates, tweets, multimedia, phone calls, cell phone calls, meetings, hallway conversations, etc. Oh, and then there’s actual work; multiple assignments, multi-tasking, etc. Plus all the inputs from life away from work. This is the baseline of noise level into which company spokespersons enter when talking with influencers, journalists, bloggers, business development associates, sales prospects, etc. And yet, most spokespeople say too much.
When a lot of ground is covered, most of a conversation is forgotten and takes on no particular shape in the mind of the listener. To cut through today, you need to go short. Think of conversations as opportunities to focus on the very few select topics that matter most to the particular interaction (especially with regard to what the listener is most interested in), and organize your content into short, discrete clusters around those topics - think in terms of a very short paragraph per topic. And stay high level. Get the big picture right first, then let the listener ask for or deliver more detail next. Avoid sub-referencing and tangents. Focus exclusively on the 25% of the content that matters, and give yourself a better chance that they’ll remember any of it.
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