She Calls Across the Land: A Geographer’s Communication Strategy
What is the thing? What is the thing that makes that non-thing real for you?
If you are like me, working in the non-tangible world of ideas, things are gold.
I believe I accidentally became a communications “pro” because I seek out the things that will make ideas real for people. In other words, I use analogies often.
Also, I don’t like being the “comms person.” It is a tiny fraction of the things I am good at (so I think). I believe everyone should be good at communications to be effective (and to stop asking me to be their person for this.)
So, here I share my own model for communication strategy using an analogy that pays tribute to my formal education.

The Crumb-Landmark-Guide-Map (CLGM) Model
Virtual high fives to whomever coins a better title for this.
The idea is that when we invite humans along on our journey of learning (why else are we communicating?), there are some natural steps they will take.
First we entice the traveler with something tasty. Sometimes buzzwords work. More often images, very short videos, and brief but repetitive engagements that show a pattern are effective. I call these Crumbs. Do keep in mind, they should be tasty. They must also lead (link) to the real goods…
Once your traveler is hungry enough, they may have the interest to follow your journey. So it is important for them to have Landmarks to guide their travels. These are visible, recognizable, and consumable with ease. Short blogs, video (less than 5 mins please), or infographics can do the trick.
Landmarks must provide more insight into the journey’s end goal. Specifically: what is in it for them.
Third, we can’t leave people hanging if they get lost or are extra enthusiastic. “Who do I call?” Is still a relevant question, even in the “let me Google that for you” age. You need a Guide. Even if that person is a twitter handle. Guides can point to landmarks at the very least. Better yet, they’re familiar with the maps. Champions and keeners make good guides. Equip them.
Finally, Maps.
Oh maps. Who doesn’t love a good zoom in, zoom out, find what you need and more map? If you are doing anything you need people to know about, you must get to the detail of how far, how long, what, where, when, how much and why.
Keep it clean though. There is nothing worse than layers upon layers upon icons and colours that might befuddle a traveler. Keep your focus and get them there safely.

Why did I bother sharing this?
For the seasoned communication professional, perhaps this approach is a no-brainer. However, I’ve seen real communication pros write over complicated communication strategies that blind audiences (I too am guilty of this). It is more than a little ironic.
I like the simple, clear and principle driven approach to planning. When I am working in teams of humans, they respond well to things they understand naturally.
The CLGM model might be one that you start with to define your communication approach and get your team on board. It will help them understand the scope of what is needed to bring people along on the journey.
They will get a quick sense of the things and what the things are for. You can layer on the workflow later.
Was this helpful?
I’d love to hear about your attempt to use this model. How might we improve it?
Happy travels!
H
