Initiating action with clear communication activities

by Jo Ann Sweeney - 07:14 on 18 May 2012

Most people have a natural caution that makes them uncomfortable with change and comfortable with the status quo. Plenty of communication activities and relationships are how we overcome this instinctual aversion.

Initiating Action – the fourth stage of the AIDA process – is where we help our stakeholders overcome their natural caution towards risk and change so they do change their behaviours.

Being willing to change is not enough, change actually has to happen and then it needs to be lasting. Most stakeholders need clear instructions they understand before they take the step into action.

So our communication activities with them should answer the question What do you want me to do? in language that relates directly to them and their work.

Clarity is king here. Whatever we say, whether in words, print or online, our stakeholders should understand exactly what we mean the first time they read or listen. The onus is on us to articulate in their language rather than our own.

AIDA Stage 1: Grabbing Attention
AIDA Stage 2: Generating Interest
AIDA Stage 3: Creating Desire

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