Test of Time

I am like many throughout the world who admires the skill and dedication of the athletes who compete in the Olympics. These men and women, no matter their particular sport, are quite an inspiration and deserve medals just for making it as far as they have in a field each obviously loves. One of the big sources of enjoyment in watching the athletes compete comes from knowing that each is as the peak of their physical power. They are at their best. Indirectly at least, we in the audience benefit from the commitment that each athlete brings to their respective event.


Reality, of course, tells us that this time for the athletes is fleeting. They will not always be able to perform or compete at the level at which they are currently able to. As they age, if they want to remain even close to where they are today, then the athletes will need to train harder than ever as well as adjust to the natural decline of their bodies. There is a parallel between their challenge and the one that many communicators face in attempting to remain connected with various publics over extended periods of time. Establishing a connection is one thing, but devising strategies that help maintain such a connection is a different challenge. In many ways, it is one that can be even more daunting than the initial effort.


When a relationship, such as a marriage or business partnership, is established, a danger of complacency is always possible. Participants view the connection as being successful and, as a result, may conclude they no longer need to try as hard as they once did to ensure their bond remains strong and viable. This reminds of the line from a old country-western song: "The lovin' was easy, it's the livin' that's hard." Living requires just as much focus as loving. Therefore, communicators need to make note that when, on behalf of a client, for example, they have brought together their client and a particular public, such an achievement is only half the job. The other half revolves around keeping the two connected. It means passing the test of time.