Words matter.

The language you choose, and the way you use it, reflects your attitude toward your audience. Paul Nordgren has a nearly 20-year track record leading successful communications programs. He has led communication teams, planned leadership conferences, written CEO speeches, columns and annual reports.

Each medium is different, but the goals remain the same. Educate and inform. Get messages across. Gain buy-in. Calm the crisis. Advance the mission. Win business.

Plan, be strategic, and stick to your principles. Then, use the right words.

Because the words matter.