One of the challenges of being a leader is ensuring that our communication actually has the impact we want. Sometimes we’ll stand up and speak, write a message, send an email, or run a town hall. Yet, as leaders, it can be frustrating when our messages don’t have the impact or result we desire. This model is a powerful way to make sure that our organizational communication is as effective as we’d like it to be.

It begins with crafting the message. Whatever message you want to convey, it must be heard. By “heard,” I mean using words that the audience understands and employing illustrations and images they can grasp. We need to avoid “corporate speak” that the average person may not understand. For instance, we might say “the P&L,” but some in the audience may have no idea what that is, so the message won’t be heard. Think about how the message will be received.

Next, is it going to be understood? In other words, once I deliver the message, will my intention be clear? I find it helpful to tell a story, give an illustration, anecdote, or example to clarify what I’m trying to communicate. This helps people grasp the meaning. For example, if you ask a child what they’d like to be when they grow up and they say, “a firefighter,” you have a clearer sense of what they mean than if they respond with something vague like, “someone with an exciting job.” A story or illustration makes the message clearer.

Then, you want them to take action. Sometimes the action might just be “duly noted,” but usually, some activity should follow from it. Then, a result should flow from that.

Our role then is to track and see if the result from this message is what we intended. This tracking provides feedback. If we’re happy with the outcome, great! If not, we need to recognize that the message didn’t produce the intended result and use that feedback to adjust and repeat the process until we achieve the desired outcome.

So, if you feel that the messages you’re giving aren’t having the impact you want, ask yourself: Is it the message? Is it not being heard? Not understood? Do people not know what action to take? Are you not getting the result? What feedback are you receiving so that you can adjust your approach and, ultimately, achieve the result you want?