Knowing Your Audience

Have you ever been around two people who seem to be very much in sync? For instance, they seem to finish each other's sentences or, at times, read each other's mind. Assuming neither one possesses any kind of psychic powers, the obvious conclusion at this particular dynamic is that these individuals really do seem to know each other very well. They talk with each other and not at. Their dialog is circular and not one-sided. From a communication standpoint, this circumstance is ideal. Each individual knows his or her audience or public. As a result, meaningful communication occurs.

The scenario I painted usually involves a couple or two close friends. Obviously, it is not always realistic to expect a professional communicator to develop this kind of closeness with a public. For instance, a high ranking professional at a high ranking public relations firm is not expected to be as tight with a public, such as potential investors, as he or she is with their spouse. Nevertheless, it is a goal worth striving to achieve if one wishes to be an effective communicator. Make no mistake: the more one can learn about another, the better they will be able to connect with another person. This is the "bottom line" challenge of any communicator. Know your audience.

In real estate, the mantra is "location, location, location." In communication, the mantra is "relationship, relationship, relationship." If one does not make the effort to educate themselves about an audience or public - no matter how big or small it might be - then their communication efforts will be made of straw, not brick. And if you are wondering how that plays out, then just read "The Three Little Pigs." Here's a hint: the house of straw collapsed at the first strong wind.