Spoiler alert: I don’t have a definitive answer. This is the what comes first – the chicken or the egg – question for the communication industry.
Communication channel is more important
Advocates for this position argue that it doesn’t matter how stellar the messaging, how personalized or action-oriented, if the intended recipient doesn’t receive or doesn’t open the message. And they’re right. It’s why organizations expend so much time, money, and energy on signing up new and potential customers (or donors, volunteers, etc. depending on your type of organization) to receive communication materials. If no one receives the information, it might as well not exist.
Messaging is king
On the flip side, what’s the point of reaching an audience if your messaging falls flat, or worse, actively offends or turns someone off of your brand? How long will someone agree to stay on your email list or follow you on social media if your messaging is off-key, long-winded, and not targeted to their interests? Proponents of this position are also right. It doesn’t do much good to send a message in all the right ways but miss the mark as far as content goes.
What does this mean for my organization?
To have a successful communication strategy in 2019, you need to do both. Yes, this is the age of viral media, but organizations can’t bank on that as a regular means of spreading their message. Traditional communication channels may be changing (see the ever-shifting landscape of social media and the rise of micro-influencers as examples), but building your contact list and selecting the right channel to reach your specific targeted audience is no less important.
Organizations can now create tailored content and messages culled from data that would have been unthinkable for an organization to have access to only a few years ago. Personalized messaging that reflects the organization’s brand, goals, and clearly provides an opportunity for the recipient to take action is vital. Attention spans are getting shorter – a good message needs to get to the point quickly and be written for the medium it is most likely to be consumed in. Testing the performance of your messaging, and adapting as needed, is also key. And while I’d like to think this can go unsaid, please proofread!
A message does no good if no one receives it. But you get the same result if your messaging is ineffective. Don’t be that organization. Devote the time and resources to making sure that both your messaging and your distribution channels have been selected with care and are the most likely to show an impact. If they don’t, keep trying out new combinations until you hit on one that works. And don’t get complacent – what worked last year might no longer be your best option.
