Connecting With Multiple Individuals

There is a built-in hurdle when it comes to communication, especially when one strives to connect with multiple publics. When attempting such a challenge, the trick is being consistent in the message that one sends out. While that is fine and in many ways fundamental to being successful in public relations, the hurdle is how can one articulate or formulate a message that addresses the numerous needs, questions and even characteristics of those comprising multiple publics? For instance, what might be one person's object of fear may be another's joke. What may be confusing to one person might be crystal clear to another.   

As all of us are told when growing up that we are like a snow flake: unique and special. Further, as adults we take pride in being our "own person;" striving to "march to the beat of our drummer," to borrow from Henry David Thoreau. With that comes developing our own perspectives and priorities. Communiques are sent our way and we receive and assess them in ways that work best for us. We view ourselves as being nonconformists and only choose to conform when it best suits our purposes and needs. The result is a public with individual members who approach each day with that overriding characteristic.

The professional communicator has the challenge of connecting with each of those individuals, yet in ways that are cost effective, timely and, of course, successful. How do they do it? One way is to recognize that despite the fact everyone is an individual, they also share a range of commonalities; similar characteristics that are and forever will be ever-present. People like to laugh, feel safe and feel good about themselves, to name a few. Such basics are "buttons" that communicators can tap into. In addition, they need to remember that has much as folks like to "do their own thing," they also strive to gain the acceptance of others. Addressing these key similarities can serve as the foundation for any outreach effort. .