Complex to Clear: Managing Clarity in Corporate Communication

complex-to-clear-coverA study by the =mcm institute of the University of St. Gallen in cooperation with AXA Insurance, Swisscom, Grayling and the Global Alliance for Public Relations and Communications Management

What is this report about?

This report presents the business case for clarity in corporate communication. It shows the high costs associated with unclear, complex messages and provides tools that can be used to ensure clear communication in a range of communication channels, from e-mail and slide presentations to reports and social media. The report also discusses clarity problems and solutions through the results of surveys and case studies.

Why is the topic of clarity important?

Unclear communication can cause reputation damage, lead to the loss of customers or employees, and create legal, financial, and security risks through misunderstandings. Our survey of corporate communication professionals shows that the importance of the topic has been recognized: almost 60 percent of these professionals are currently preparing or conducting a clear communication initiative in their organization.

What will you learn from this report?

You will learn about why communicators convey messages that are incomprehensible and overly complex. You will learn how to recognize clarity problems in your organization and how to solve them, both individually and as an organization. You will learn about current research into how to communicate complex issues clearly, and you will learn about best practices in managing clarity.

What solutions does this report offer?

Communicators should seek to identify the typical clarity problem patterns in their work context and then solve them using the CLEAR checklist and the STARTER package. The CLEAR checklist involves contextualizing complex messages, ensuring they have a logical structure, focusing on the essential items,