Your marketing and communications may be all about making every day life better for the communities or helping clients to build their business.

Yet, maybe you find that despite lots of money and hours of effort, your information isn't creating the impact you want: better outcomes for these communities or clients.

We've discovered four common myths that often sink communications campaigns. Yet, they aren't that difficult to sidestep, if you know about them.

Your organization may know "what’s going on out there" and be anxious to act. However before you start communicating review your data.

Are you sure you know exactly who to reach? What do your audiences think? What do they know already? Reviewing past market research and perhaps even additional consultation will help to sharpen your communications planning and in the long run save you money.

Building the best possible community outreach starts with knowing the attitudes, motivators and behaviours of your audiences.

To a person on the balcony, a garden looks like a series of pristinely groomed hedges. To the person on the ground, that same garden can look more like a maze or a jungle.

Take time to invite your team up to the balcony to see the big communications picture. This will help you and them as your campaign gathers momentum. They will be more empowered to act independently, identify opportunities, become fully engaged and leave you more time to focus on the really big issues.

An informed staff means fewer money-critical mistakes and wrong turns. Communicate your intentions throughout the organization and to the people in the community who can help.

You may have a great website, smart brochures and expensive advertising but community partnerships are often where the real impact lies.

Early priority should always go to identifying local groups or individuals who can support your message, winning their trust and then seeking their support to influence their friends, family and workmates.

Take these partnerships one step further and find ways to galvanize local audiences into action? A quick glance at the calendar shows Australians are active people. They come together to wear jeans for genes, don red noses for infant research and snap on rubber gloves to keep Australia beautiful.

Give your supporters and communities something practical to do and watch your message gather momentum.

Know your organization’s limits when it comes to communications. If you need to get an important message to the community and if your team lacks the skills, ask advice from people who have done similar things, find someone in your organization with the necessary talent or get in specialist knowledge.