I’m not talking about resumes. I’m talking about taking someone’s craft and fitting it in one sheet of paper so someone else can attempt to replicate.
What is said…
“Can you put together a communications one-sheeter? Can you create a standard layout for change communications?”
What’s really being said…
“Can you wrap up everything you’ve learned in the last couple of decades and standardize it so anyone can do what you do?
The answer? No. We can’t. And, we shouldn’t.
Standardizing communications is the antithesis of how communications should be approached.
There is no magic one-sheeter.
Ah… the one-sheeter. With almost two million search results, the popular one-sheeter was created as a guide for those who need a lesson or reminder at-a-glance. In no way is it intended to be an end-all, be-all for communications.
If you’re relying on a standard layout for communications, you’re going about it the wrong way.
The whole purpose of the comms role – which finally started trending during the pandemic – is to steer clear of a standardized approach. Ever listen to a song over and over again? It packs a punch the first time but loses its luster after a while. Playlists are there to create variety. The same thought process should go to communications.
It’s offensive.
Being under the impression that someone’s talent can be boiled down to a one-sheeter guide can be offensive. People pay a hefty penny for courses, certifications, and master classes just to get a smidgen of knowledge from the experts. Why would hiring a consultant be any different?
It’s time to pay respect to the process and understand that communications is more than just putting words together for an email, article, blog, website copy, social media post, etc. There is strategy behind what is said, how often, and the way in which it’s presented. Every touchpoint, campaign, or site has its own purpose. Real and sustainable impact takes continued investment – not a one-sheeter.
