I use a tried and tested marketing communication model to bridge the gap between sender and receiver with the most appropriate message and media. But I also consider an important additional element, ‘noise’ – the random and competing messages that can get in the way. ‘Noise’ includes unwieldy sentences, jargon, inconsistent tone of voice and lack of thematic focus – but can also result from an unsympathetic visual approach, which is why I always work in tandem with designers.
 

From initial briefing, I develop a content ‘roadmap’ or copy platform to ensure buy-in from all parties before the first draft. After careful refinement, every project ends with robust QA and proof-reading.