Avoiding Communications Pitfalls: Solving the Real Problem, Not Just the Symptom
As a communications strategist, I often meet clients who are very excited about a specific tool or tactic they’re convinced will solve their problem. Whether it’s a slick social media campaign, a flashy website update, or glossy brochures, they come in ready to dive straight into execution.
It’s not unusual—when we fall in love with an idea, it’s hard to step back and ask, Is this the right approach?
The challenge is sensitively telling them they have got it wrong! They haven’t yet defined the actual problem they’re trying to solve.
But taking the time to define the problem first is crucial to ensure your communications efforts hit the mark.
Are You Solving the Symptom or the Problem?
Without clearly defining the real problem, you risk spending a lot of time and money solving a symptom instead of the root issue.
Let’s say you’re trying to roll out a new policy, and you’re concerned that community members aren’t adopting it as expected. The knee-jerk reaction might be to create a flashy awareness campaign with posters, newspaper ads, or a social media push. But what if the real problem is that people don’t actually understand how the policy impacts them?
For instance, if a recycling initiative isn’t gaining traction, it might not be a lack of awareness but rather confusion about what can and can’t be recycled. Simply increasing awareness won’t address the real issue, and you’ll still see low adoption rates.
By addressing the root cause—in this case, education and clear communication—you can create a more effective campaign that solves the actual problem, not just the visible symptom.
The Risk of Jumping Straight to Solutions
Skipping the step of problem identification can lead to:
Missed Goals: The tactic may look great, but if it doesn’t align with your objectives, it won’t deliver the outcomes you’re hoping for.
Unclear Messaging: Without a clear understanding of the issue, it’s hard to craft messages that truly resonate with your audience.
Wasted Resources: Investing in campaigns, materials, or tactics that don’t solve the real problem wastes time and money.
Start with the End in Mind
So, what should you do instead? Start by thinking about the outcome you want. Ask yourself:
What are we trying to achieve?
What does success look like?
Once you’ve defined the goal, it’s much easier to work backward and identify the problem standing in your way. For example, if you want your community to adopt a new policy, the problem might be a lack of trust in your organisation or a misunderstanding of the policy’s benefits. Knowing this sets the foundation for the right approach.
A Better Way to Plan
The key to effective communication is clarity. A well-defined problem statement can guide your efforts and ensure your tactics are on point.
Why Strategy Matters
Think of it this way: the tactic is just the delivery vehicle. A Facebook ad, a video, or a new website won’t get you far if you don’t know where you’re going. Strategic communication is about starting with the destination in mind and choosing the best route to get there.
When your communication aligns with your goals, every tactic becomes purposeful and impactful.
Let’s Work Smarter
The next time you’re tempted to jump into a campaign or create marketing materials, pause and ask:
What are we trying to achieve?
What’s the real problem we need to solve?
Taking the time to define these will save you frustration—and make your communication efforts much more successful.
If you’re not sure where to start, don’t worry—that’s where we can help. We can work with you to define the problem, clarify your goals, and create a strategy that makes every communication effort count.