Habits die hard. It’s so easy to get stuck in a groove, to continue to do the same old thing because “that’s how we’ve always done it.” But just because you’ve always distributed your messaging using the same old communications vehicle doesn’t make it effective. I mean, think about it, the make-up of the workforce is shifting, and you need to start thinking about the best ways to reach millennials and Gen Z.
The problem with the same old same old communications vehicles is that your audience stops listening. They assume this is the same information they’ve received year after year. Instead of hearing your message, they tune out.
Communications teams fall into this trap a lot. They are often up against tight deadlines, and instead of taking time to re-think the vehicle, they’re under pressure to select the easiest and quickest way to get the message out.
But there is a better way to choose the most effective communications vehicle for your message. And it’s as easy as 1, 2, 3…and 4.
- Add channels into your mix to reach specific audiences: Think about which non-traditional channels are best for different audiences, such as telecommuters, millennials and Gen Z.
- Add different channels more frequently as they become popular. Do your research. How does your target audience want to receive information?
- Experiment with new channels to determine effectiveness first. As you introduce new communication vehicles into the mix, measure the results. What works, what doesn’t?
- Evaluate your options and select the mix most appropriate for your objective and target audience.