Survive or Thrive: What’s Your Technical Communication Strategy?

Is your technical communication strategy keeping pace with the growing demands of your consumers? We are facing a continuing dilemma. Our audiences want to get their information the way they are used to in their personal lives. However, with all the competition for funding and resources, our programs can suffer. If you are a sole technical communicator in your organization, like I am, it’s incumbent upon you to make sure it thrives.

What do they want?

Regardless of the nuances of our varied audiences, one thing is consistent. Our users want up-to-date, clearly written, well organized, complete and instantaneous information. They want it at their fingertips and delivered in the most accessible ways.

What are they used to?

Today our consumers, whether internal to the company, organization or outside of the company are accustomed to doing searches in their favorite apps. They are used to YouTube, Google or some other tool, and getting answers to their questions immediately. Instructional videos are at their fingertips. And they can learn to do anything at any time. So why can’t they get that at work?

Some industries do better than others

Turns out the software development industry is #1 in the area of their technical communications programs. This isn’t surprising given the varied types of audiences they serve and the ever-evolving nature of their businesses. The nature of their business model demands they think progressively even though they are the least regulated.

Whereas, the aerospace and defense industries come in at #3. This is surprising because of the regulatory compliance demands on both of these industries. I would have thought them to be #2.

So what can I do, it’s just me?

First of all, resting on your laurels is not an option. Just because today things seem to be going okay, doesn’t mean they will seem that way tomorrow. In addition to being a full-time producer, organizer, promoter and who knows what else, it’s important to stay on top of the current trends in technical communications. They are a-changin’ just like the times! You want to be the one leading your organization toward a goal of making information ever more accessible, accurate, and up-to-date and in the form your audience wants to see it.

Don’t be afraid to hear it from your users

User feedback is really important. They will tell you, just like mine have done. They will tell you in the way of complaints if you don’t reach out to them first and ask what you can do better. Ask what you should fight for to make things better for them. What would they like to see? Then find out how you can deliver what they are asking for. But that’s only a start.

Step out of your comfort zone

Now you have to let the leadership team know. This takes courage sometimes. Just get your facts, ideas and solutions together. Keep them in the know. They can’t do anything about it if they don’t know what it is they need to do something about and what it will take to do it. 

Even if you’re not a sole contributor and part of a team instead, take it upon yourself to stay current on trends and delivery mechanisms. Sometimes your unique perspective can be the catalyst it takes to propel the team forward.

Offer a plan of action

Whether or not it’s the right plan isn’t as important as having one. Everything is up for negotiation, and you should be willing to negotiate in order to even take baby steps to move your program forward. This is especially true if your organization is a small fish in a very large pool. The most important part is to take a stand for your users and keep yourself from being discouraged. I know that can be tough, but your stand can make all the difference.