We’re in the business of keeping Colorado employers and their employees safe and healthy — and helping to get them back there if they get hurt. A key part of our work involves communicating in writing. At every turn, we’re asked to give information, coordinate an injured worker’s care, offer counsel, provide critical details and much more. Here are a few things to keep in mind as you write an email, letter or document.
Keep it short and simple. Avoid jargon and insider terminology. And keep it as brief as possible. We love us, but our audience isn’t always as excited about what we have to say as we are.
Understand your audience, what they want to know and how they want to know it. Talk with them, not at them. Help them care about what you’re saying by making it relevant to them and what they do. And never engage in any chest beating or competitor bashing. Our business is about nurturing relationships, plain and simple.
Be sure. If you’re in doubt about whether you’re on track, review Pinnacol’s mission, vision and strategy, along with our value statements.
In the end, it’s about building brand equity. Every word, every visual should do double duty — both fulfilling the goal of each task or project, and communicating the brand promise. So if it isn’t helping to build the brand, have fun being creative and think about how to change it so it will.
