Sometimes, organisations fall into the trap of churning out communications and simply hoping for the best. The communications may not be developed with a clear vision of why they’re being produced and how they’re going to help the organisation reach its goals. What’s more, once the communications are out there, no one really stops to evaluate their effect. And because no one knows if the communications have done their job, more are produced down the track without any real insight into what’s working and what isn’t. That’s why really thinking through your approach is so important. Here are four steps to crafting communications that can help you create the change you’re looking for.