Enlarge The group shared experiences and lessons in communication.

Posted: October 27th, 2011 Amanda Pagliarini

When it comes to communicating your message or about your cause, take the time to understand your audience if you want them to take the time to understand you.  

This was the recurring theme Oct. 25 at "Make Your Voice Heard: Tried and Used Communication Strategies," a civic summer school session that was part of Crossroads’ Know It 2 Work It initiative. 

Panelist Brandi Williams, a public relations consultant, noted that the first thing she asks a client is not what message they want to communicate, but who they want to hear it. She looks at communication strategies as a bag of tricks—the strategy is in using the right trick for the right audience.   

Williams emphasized the importance of immersing yourself in that audience, and not making relying on assumptions. To illustrate her point, she shared a story of working on a campaign for the Hispanic community in which the group thought by simply putting the message in Spanish, they would reach their audience. It was after a focus group that they realized many Spanish words translate differently depending on which country or area someone was from. The focus group also uncovered the importance of bold colors and images to the demographic. 

Once you have truly identified your audience and what is important to them, Panelist Beverly Irby, CEO of CW Williams Community Health Center, recommends using her own particular version of the “KISS” method: "keep it simple smart." She believes your message is more likely to resonate with your audience when you keep it clear and to the point. 

If you find that your message is still falling on deaf ears, don’t be afraid to seek out an advocate with some clout. Panelist Rev. Mildred McCollough shared that when she was starting the Coalition for Strengthening Community Education in Charlotte (CSCEC), she went to a respected community leader aligned with a similar mission and asked for help. With his name and voice supporting CSCEC, the organization was able to reach audiences previously unavailable to them. But Rev. McCollough emphasized that this worked because she sought someone aligned with the mission for guidance—she didn’t just go in search of a name to drop.    

Bottom line? When in doubt, handle your communications the way you would handle any relationship—be thoughtful and considerate, and remember it’s not all about you. Be helpful as much as you ask for help, listen as much as you speak, and bring value to those who give you their attention. 

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