Because sometimes what organizations say is not always what people hear, every Monday and Friday, we are going to do something slightly unusual. We’re going to read BETWEEN THE LINES.
At the center of it is Arit Efanga, a strategic communications and external affairs professional with more than two decades of experience across journalism, broadcasting, media, public relations, and corporate communication.
Arit has spent years watching organizations speak and listening to what people actually hear.
That difference is where things get interesting, because a company can say, “We value our customers,” while keeping a frustrated customer on hold for 47 minutes. That is where BETWEEN THE LINES comes in.
The column is just a pretty look at the way brands, businesses, institutions, and organizations communicate, and the wonderfully creative ways they sometimes manage to confuse the very people they’re trying to reach.
This column is designed to make organizations better at communicating through satire, real-world experience, observations, communication lessons, and the occasional gentle tap on the forehead to examine the things that make audiences trust, doubt, believe, question, forgive, or simply switch off.
Every Monday and Friday, BETWEEN THE LINES will ask the question: If I were the person receiving this message, what would I actually hear?
So welcome and remember that sometimes the real story isn’t in the statement.
It is between the lines.