Throwing Communications Around The Horn

PR. Writing. Strategic Communications. And baseball. Rolls off the tongue, doesn’t it?

Well, for someone who believes that all things in life are related to baseball, it all makes perfect sense!

“They” say you should blog about something you love. “They” also say blogs can punch up your marketing. No doubt.

I say that I know and love baseball. I say that I know strategic communications, writing and editing. I also say that I need to put some fun writing back into my life. I’m starting my own little spring training early then, as I try to limber up long-resting creative writing muscles.

So Play Ball!

When I watch Little League games, I am struck by how individualized a team sport baseball is. Every pitch, every swing, every play depends on individual skills. Sometimes I feel as if I’m living and dying with every play—for my kids and/or for the kids who have just done something fabulous or, well, utterly imperfect (and who might be completely bawling—inside, of course).

In the end, though, a baseball game isn’t won or lost on one play, one pitch, one hit—or by any one player. Everything and everyone has to work together; it’s a culmination of individual skills and plays. (And as Yogi Berra once said, “It ain’t like football. You can’t make up no trick plays.”)

There really aren’t trick plays in the most basic elements of communications either.

There are, however, specialized skills that are essential to an organization’s effective communications, and everyone must work together to send out consistent messages through specific activities and tools. Communications pros must be able to craft messages that reflect and promote strategy, whether the strategy supports sales, advocacy or policy, fundraising or brand awareness. Senior staff and other spokespersons must be trained to deliver the messages effectively. Everyone needs to understand the messages and be able to talk about the organization, product, program or service so that they support your strategy through clear communications.

For your organization to reap the full benefits of communications, your PR staff should be involved in planning of any events, programs or products. Communications elements should never be after-thoughts; they should be integrated throughout your process. They can tie together seemingly loose ends or incomplete tactics. It will pay off in the long run, as initiatives are rolled out with elements that maximize promotional possibilities.

It’s easier said than done, of course. Like turning a double play. Effective communications relies on planning that integrates many elements and individuals working together. Everyone needs to keep their essential communications skills finely tuned and work to stay connected with your strategy. Keep that ball moving around the horn to be sure you can hit that target on every play—routine grounder or a game-changing play at the plate.

Thanks for making it through the entire first post. I hope you’ll stick with me for periodic metaphoric musings about the art of writing, the intelligence behind strategic communications and the beauty of America’s pastime (born in the Garden State, just like my first Little Leaguer).