Every agency job posting has “good communicator” listed as a requirement, and most of us assume we’ve got it covered. We write clear emails, use proper punctuation, maybe even throw in the occasional bullet point. But when it comes to agency projects – often complex, fast-moving, and with multiple stakeholders – communication isn’t as easy as we like to think.
That’s because being a strong project communicator in an agency is less about grammar and more about clarity, structure, and efficiency.
The quickest way to evaluate your own communication? Ask: Did the person I was communicating with need follow-up questions or clarification? If yes, then the message wasn’t clear enough.
And unclear project communication has a cost. What should have been a two-email exchange turns into 10 emails, a phone call, and maybe even rework – the silent killer of profit in agencies.
Good communication, on the other hand, is efficient, respectful of time, and reinforces competence. That’s why having a simple framework matters – as you all know, I’m a big fan of simple guidelines, be they finance-related or otherwise.
The 5 Rules of Project Communication
Here’s a straightforward checklist to run every project message through. The crux of it is ensuring each of the five questions below are answered in any/all pieces of communication:
- Who is responsible?
- When is it required or expected?
- How/Where should it be delivered or executed on?
- Why do you need it?
- What happens next (aka helping your clients see the future)?
Example of Poor Agency Project Communication
Here’s an example of poor communication that I’m sure we’ve all been subject to (or, have subjected someone else to):
We need the copywriting soon.
Nope. Not allowed. The problem with the above vague ask is that there is way too much room for misaligned expectations:
- Who is “we”?
- What format should it come in?
- When is “soon” to you, and when is “soon” to the recipient?
- Why is this even important?
Imagine you were the recipient. You would have a whole ton of follow-up questions for clarification if you received an email like this, because expectations are not clear – which is the first indication that the communication is poor. And if those follow-up questions are not asked, and you just forged ahead? You’d be making a pile of assumptions, and that’s a quick route to rework, inefficiency, and frustration – aka the places projects go to die.
Example of Good Agency Project Communication
So, instead, here’s a better version of the same ask that uses the 5 rules outlined above:
“Our designers need all site copy from [copywriter name] by Thursday, June 2 to keep the project on schedule.
Please use the attached template, fill it out, and send it back to us via email by that date. It doesn’t need to be perfect – draft one is fine – as you’ll be able to edit the content on the live site whenever you want, thanks to the CMS.”
This version leaves few, if any, unanswered questions.
- Who is responsible: [copywriter name]
- When it is due: Thursday, June 2
- How to do it: Attached template via email
- Why it matters: To keep the project on schedule
- What happens next: Content can be refined directly in the CMS
The same rules / method can reasonably be applied to anything, not just dealing with clients or third parties within projects. Do you need your spouse to take some recyclables to the bottle depot? Do you need your designer to complete some wireframes? Do you need your landscaper to fix the paving stones? Check your language against those 5 rules.
(aside: this is an example of a good use for AI in your firm)
And if you’re on the receiving end of an ask: make sure you understand the answers to those 5 questions, or else you might be delivering something totally different from what was expected. That’s a surprise – and surprises are best avoided (unless they’re fun, like someone bringing you a cupcake, which is entirely acceptable at all times).
Be Reasonable, Pick the Right Medium, and Check Tone
A perfect message in the wrong medium still fails. Some project updates should live in email. Others need a quick Slack message, or a 10-minute call. And always consider tone: clear doesn’t mean curt, and directive doesn’t mean dismissive.
And not every situation should be directive. Strategy work, creative reviews, and collaborative problem-solving require space for autonomy and contribution. Use your judgment.
Why These Rules Work for Agencies
If you consistently check your project updates and requests against these five rules, a few things happen:
- Fewer mistakes
- Shorter feedback loops
- Less rework
- Smoother client relationships
- More trust in your team
That’s the outcome of better project communication: clarity, efficiency, and respect for everyone’s time. Not bad for five questions, hey?