The Different Needs of Different Audiences

This article was originally published in Communicating business strategy to employees, Melcrum Special Report, 2006. Melcrum Publishing, London, UK (2006).

A communicator’s job is busy enough developing campaigns for an entire audience, but tailoring campaigns will make them more effective. This advice is based on survey results for 10 organizations over the last two years, where we asked for respondents’ top two preferred sources by topic (so the numbers in Figures 3.7 and 3.8, below, could add up to 200%).