By Jonathan Varner
This is the arm of my friend and barber, Marisa. She’s been cutting my hair for years, and I’ve always loved this ink, so I asked if I could share it here.
“Weak messages create bad situations.” I love it. I can’t think of a better summary of our ethos at Kestrel.
Examples of weak messages include the vague warnings about icebergs the Titanic received in 1912 and the inconsistent guidance from world leaders as the COVID pandemic emerged. We see weak messages in the rollouts of New Coke and the metric system just as easily as we do in the ineffective hints you gave your spouse last Christmas.
Why People Make Mistakes
1) Poorly Defined Goals
Too often, clients ask us to issue a press release, start a digital ad campaign, or launch a social media initiative without articulating why. Without clear objectives, communication becomes reactive instead of strategic. A press release might generate headlines, but if the goal is to drive sales or influence policy, a release alone won’t deliver results. Defining measurable, actionable goals is the first step toward ensuring communication efforts align with one’s objectives.
2) A Dash to “Action”
In today’s fast-paced world, many leaders feel pressured to act immediately, regardless of whether it’s the right move. This urgency often leads to rushed campaigns, unclear messaging, or misaligned tactics. Launching an ad campaign without proper research can waste resources and confuse your audience. Taking time to pause, plan, and strategize doesn’t mean delaying action—it ensures the action is thoughtful and impactful.
3) Lack of Training
Communication skills aren’t innate; they’re learned, practiced, and refined. Yet many responsible for critical messaging lack formal training in public relations, digital strategy, or crisis communication. As a result, they rely on intuition or past experiences, which may not align with today’s best practices. Investing in training and bringing in experts when needed can prevent missteps and build a foundation for success.
Weak messages don’t just fizzle—they have real consequences. They erode trust, waste resources, and sometimes derail even the best intentions. Whether crafting a strategic communications plan, a PR campaign, or even a simple holiday gift hint, the principles remain the same: start with clear goals, resist acting without strategy, and build the right expertise into your process.
At Kestrel Communications, we specialize in helping organizations refine their messages for maximum impact. If you’re ready to elevate your communication strategy, let’s talk—we’d love to help you move from noise to clarity.
