Whatever the nature of the communication you are about to embark on think first about the outcome you want to achieve. What will good look like once you’ve got your points across?
What do you want want people to be doing more, or less, of, what do you want them to feeling and what do you want them to be saying? By when? And who exactly are these people?
Answer these questions and your communications will doubtless become clearer, more consistent and more compelling.