3 Elements of Effective Written Communication

“Your communication should be austere but beautiful” (Pope Francis, 2019 message to the Office of Communications).

At the end of 2019, I went through some changes in my professional life. During a job interview for a role in communications and marketing, a hiring manager asked me one question that, months later, I am still pondering: “In your opinion, what are three things needed in every communication?”

There are plenty of answers to this question that are technically correct. In my experience, however, these three elements improve every written communication:

1. Transparency

Companies are always talking about how transparency is an important quality to them — but how often do they put this value into practice?

Transparency builds trust. No one person and no one company is perfect, but the more willing we are to share our faults and our successes, the more people will be able to look to us a trustworthy and honest person.

I’m sure we could all come up with examples of when transparency wasn’t part of a company's culture. Time and time again, this approach to business never goes well for the people involved.

2. Simplicity

Whether we like it or not, we are in the age of scrolling. With all of the ads, texts, DMs, push notifications, tweets, emails, Facebook posts, and reminders competing for our attention, it’s no wonder that it’s difficult for us to stay focused. In fact, you’ve probably already been distracted by a notification or two while reading this article.

When you have something to say, keep it short and simple. Some stories are worth the words, especially when you’re telling a story or using a narrative structure,  but don’t use more words for the sake of length. If someone isn’t pulled in within the first few seconds, there is a good chance he or she won’t reach the meat of your message.

3. Beauty

Since the beginning of time, humans have been attracted to beauty. Whether through sculptures of the human body in ancient Greece, the frescoes of the Renaissance, or the photos of Instagram, our attention is so often pulled to things we find beautiful. 

In his “Letter to Artists”, Pope St. John Paul II explained that “beauty is the visible form of the good, just as the good is the metaphysical condition of beauty.” We seek beauty because we have been created in the image and likeness of God, through whom all beauty has been created.

Although what “beauty” means may change for each person, history and theology show us that it’s in our nature to focus on the things we find beautiful. Including high-quality imagery and visuals in your communication will give you a much higher chance of your audience noticing, hearing, and understanding your message.

Annie Schunior is a copy writer and communications specialist working for the Catholic Church in the city of Detroit. In addition, she does consulting for non-profits and online ministries as well as some freelance writing. Most days, Annie can be found with coffee in hand, toting around her 2 year old son or exploring the beautiful city of Detroit with her family. You can follow her on Instagram at @annie_schuns.