Openness calls for clarity.
If there is a case for corporate openness, there is one for clarity too. This obviously means clear language but above all clear messages that shed light on the answers audiences seek.
Yet communications flows on corporate web channels often fail audiences on at least two counts: firstly, the subject matter itself falls short of expectations; secondly, it is often delivered with lacking clarity.
Regardless of the reason for this faulty delivery, audiences’ inability to access clear content will likely divert their attention to other sources about the company itself or, even worse, its peers.
In the light of this – should clarity be a primary concern?