3 Things First Graders Taught Me About PR
WRITTEN BY KATIE TEST DAVIS
Each Friday, my husband and I take half hour out of our busy weeks and hang out with some of our favorite people: first graders. We volunteer with a great program in my hometown of Raleigh, NC that pairs volunteers with students who need a little extra support, and provides them with books to fill their home library. Not only does the activity keep me grounded in Forthright’s mission and in a school setting each week, but it’s also a great place to be reminded of some communications lessons.
Here are three things I’ve learned about communications from spending time reading with first graders.
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Consistency Matters
I know I’m not supposed to pick a favorite student — but… shh…I have a favorite. Let’s call him Z. Z is one of the most detail-oriented people I’ve ever met. I cannot wait to hire him at Forthright in a few years, he’ll make a fantastic editor!
A few months ago we were reading the Halloween book from one of his favorite series (Pete the Cat, for those of you in the know). The book had interactive elements — you can open and shut the doors as Pete goes trick-or-treating. Z, being the amazing little guy he is, immediately noticed that the tail color of the cat on the outside of the flap was different than the tail of the same cat on the inside of the flap. He also notices when a plotline isn’t consistent — like when a book about the zoo features specific animals on the cover that we never meet on the pages inside.
The takeaway for communicators? Consistent details matter. Your audience members are careful observers like Z and are looking for consistent brand signals. In fact, according to Lucidpress, “while 95% of organizations have brand guidelines, only a quarter are consistently enforced...hence why these companies aren't seeing results.” To build loyalty, make sure that your i’s are dotted, your t’s are crossed (and your tail colors match).
Say Thank You
One of the sweetest parts of these readings is when I get to thank my reading partner for spending time with me. They’re so good about chiming in with an enthusiastic “you’re welcome!” This is a simple interaction, but being thanked means so much no matter your age.
Often when we conclude a school bond campaign, or wrap up a strategic planning feedback process, we fall into the “onto the next!” trap without pausing to celebrate our victories, especially with our supporters and partners. According to a study from TDBank, “More than three out of four consumers like when brands demonstrate their appreciation (77 percent).” Ensure that you’re saying thank you—without asking your audience for more—at the conclusion of big events.
Skip the Boring Parts
Kids don’t fake it, so I can immediately tell when I’m losing my reading buddy’s attention. I quickly skip over pages and get to the action. Adults are more gracious, but honestly? We get bored too. When you’re crafting communication, it’s important to finely hone your messaging and keep your writing engaging. Complex policy solutions or intricate financials may be important to you, but do you risk losing your audience? Are you including too many details and muddling your narrative? How can you tighten your writing to keep your reader hanging on every word?
What communications lessons have you learned recently from kids? We’d love to hear all about it.
