Why communicators must proactively chase down vital firsthand information

We’ve all faced challenging assignments—a product launch, corporate initiative, or crisis response—where we feel ill-equipped to mount a successful campaign or formulate an effective strategy. The reason, we often tell ourselves, comes down to information: Either we’re not given enough of it, or what we’re given is inaccurate, incomplete or insubstantial.

I submit that these aren’t reasons; they’re excuses. The onus is on us as communicators—whether agency or in-house—to go out and get the information we need.

Within the automotive and mobility industry in particular, information-gathering is a persistent challenge due to the sheer complexity of the business and the vast array of stakeholders who either own some piece of the communication or are audiences for it—customers, suppliers, investors, regulators, policymakers, NGOs, collaborators, and associates, to name just a few.

This can be a recipe for confusion when trying to communicate clearly with audiences that always respond best to simple, straightforward messages. But we can’t just make the best of the content chaos. We have to cut through it. We have a duty to ask the tough questions, to work toward a deeper understanding, and to reflect that understanding in our counsel and execution.