Framing Messages for Effective Communication; Wear the Hat of Your Audience

Hats come in all sizes and shapes, just as do the people who wear them. The audiences that your organization communicates with do as well. Their experiences are different and with that comes varying opinions, beliefs and behaviors. That’s why it’s important for your organization to identify who you’re communicating with and what messages will resonate with those audiences.

Lukas Partners works with clients on a daily basis who have stories to tell across multiple media platforms. The Pew Research Center reports that 57 percent of people get their news from cable, local and nightly network outlets; 38 percent rely on social media, websites and apps, 25 percent via radio and only 20 percent receive news from print sources. The demographics using each medium also varies. Framing your message content to each individual audience has never been more important. Here are some helpful tips and reminders for effective message targeting across all mediums:

Define what the intent of your message is and determine what you want to accomplish.

Identify the position and the attitude of the audience you are targeting.

Design communication for the situation, time, place and audience.

There is no such thing as a “one size fits all” strategy. What resonates with one audience may not for another.

Use channels that fit the demographics you are trying to reach.

Use different strategies and techniques to accomplish goals for each audience, as they will undoubtedly be unique.

Frame your messages for the media, as according to Forbes, nine out of 10 news releases get discarded because they lack impact, proximity, timeliness, prominence, novelty or conflict.

Craft your messages to be newsworthy and understandable (try to keep stories local and capitalize on a timely topic). Messages must be immediately actionable (do they answer questions, respond to interests and do they empower audiences to act).

Remember that your audiences consist of people who come from all different backgrounds and are subjected to varied influences. They read, watch and listen to communication that matches their opinions, beliefs and personal viewpoints. If you take the time to research and set goals, objectives and strategy when framing your messages to your audiences, you’ll be more effective and will better relate to the audiences your organization depends upon for its success.

About the blogger:
Jim Bush is a senior account executive at Lukas Partners. He is accredited in public relations (APR) via the Public Relations Society of America (PRSA). Jim is a seasoned communication professional with experience in every aspect of corporate communication and takes pride in helping businesses and organizations better relate to the communities they serve.

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