Three ways to “Achieve More With Less”

Published: February 27, 2014

“Money is tight so budgets are being cut. That’s difficult and demoralising enough. But when you hear the words “Achieve more with less” you know it’s worse than that.”

Money is tight so budgets are being cut. That’s difficult and demoralising enough. But when you hear the words “Achieve more with less” you know it’s worse than that. It’s a case study in expectation management gone wrong.

Banging your head against the desk is an entirely reasonable response. Give it a try. But it sadly doesn’t give much return on investment. So here are three things you can try that might make the year ahead something of a surprise success for you, your team and your organisation.

1. Help colleagues see communication as a strategic tool, not an end-of-project add on

Too often, the comms team end up wrestling with the press at the end of a project when mistakes have already been made. But if comms experts can be involved earlier in the decision making process, and can focus on encouraging particular behaviours from target audiences that are essential to your business plan being achieved, they can add far more value. Time spent showing colleagues how better communication can help them achieve their goals should reduce the time you spend putting out fires and increase the time you can spend in support of the organisation’s business plan.

2. Focus on what moves the organisation forward, not what delivers most outputs

Take the opportunity to audit your audiences and their current perceptions. Make sure you know what they think and how you need to reinforce or change their perceptions. Then focus your attention on those issues that are most important to the business rather than those activities that generate most media coverage or reach most people. Important stuff will be cut, no doubt, but it won’t be the most important stuff. With the right focus, you could achieve more for the organisation by targeting the right interventions at the right audiences than by increasing impressive looking outputs that don’t change minds and alter behaviour where it counts.

3. Don’t let anyone tell you digital is free

The explosion of digital communication is fantastic. It opens up channels across the organisation and pretty much anyone can get involved. But there’s the danger. If anyone can do it and you don’t pay for space it must be free. Where do I sign up? The fact is, bad digital communication might not cost much but it won’t achieve anything. Good digital communication requires authenticity, so people across the organisation need to devote their time. It requires good content, or people will simply go elsewhere, and it’s about dialogue not broadcasting messages. The channels have to be monitored and maintained and that takes time. Yes, use digital. But invest time and money to make it work.

So there you have it; three things to think about before the new financial year. And when communications has been radically improved and your organisation is flourishing there’s only one thing to focus on. A budget increase for next year.

Jon Bennett, Managing Director

Leave a Reply

Name *

Mail (not published) *


* Required field

Blog: Use the force

Associate Director

“Star Wars might herald the next chapter in the corporate communications story”

Once upon a time this job was (apparently) easy. You’d come up with some key messages, put them in a press release and briefing...

Read more

Case Study: TheCityUK

“Strengthening business relations with China”

Enhancing the UK’s global competitiveness and creating market access for member firms in growth markets around the world is...

Read more

Newswire: Class Ceilings

“End-of-term report for UK plc shows state-schooled pupils still struggle to make it to the top of big business.”

A new report by a Linstock client, the diversity consultancy Equal Approach, shows that big business is still an old boys’...

Read more

Blog: The Big Diversity Panto: It’s behind you! Oh no it isn’t!

“According to Grant Thornton, the number of women occupying senior business roles in the UK has moved just three percentage points in a decade and stands at a measly 22%. ”

As the high-street fills with festive shoppers and Slade blasts from the kitchen radio, I draw my own yuletide comfort from a...

Read more

Case Study: Equal Approach

“Big impact on a small budget: tightly targeted communications”

Equal Approach came to Linstock with a clear objective: help them sign up 500 volunteers with The Mentoring and Befriending...

Read more

Blog: How to Avoid a January Fail: Nurture Your Collective Ambition

Senior Consultant

“How can corporate communications professionals prevent January from getting the better of us?”

Studies show that less than 8% of people actually achieve their New Year’s resolutions. Most of us set too many goals, without...

Read more