Why only 12% of your campaign will be understood, and what you can do to improve the odds.
"Communication usually fails, except by accident”
Finnish original: Viestintä yleensä epäonnistuu, paitsi sattumalta so says Wiio's law.
Audiences have a staggeringly low chance of understanding a message, possibly as low as 12%, and the broader the audience the more variables there are at play which magnifies misunderstanding. I use WIIO's law to analyse PM Johnson's COVID 'Stay Alert' address on May 10th to illustrate the points made in this Finnish politician's witty but useful analysis of how the audience composition impacts how well a message is understood.
Why is this and what considerations should your communications program take into account in order to improve your chances of effectively sharing your messages.
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Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.
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