There are 5 questions every good reporter asks:
But…WHY? Why are those the staple questions? Simply put, it’s because you really can’t tell the entire story well without having the answers to each of them.
Over the next 5 days, I’m going to be talking about how you can put the 5 W’s to work for your organization to ensure that every story you tell is well-rounded and communicated effectively. WHY? Because I know that your Chamber or your Association will be better prepared to have a positive impact on the community or trade group you serve when you communicate your message more efficiently.
So let’s get started. The lesson for today is WHO.
I want you to really THINK about this.
WHO is your audience?
WHO are you talking to?
WHO are you trying to convince?
WHO is the organization working to SUPPORT and REPRESENT?
If you can’t come to a very simple definition of WHO or if you feel your WHO is too broad (it almost always is), then you need to consider the distinct possibility that you have more than one WHO. If that’s the case (…IT IS…) then perhaps you need to consider breaking your message into different pieces and speaking in the right tone and with the right voice to each separate WHO. You wouldn’t send the exact same message about the exact same issue to your Board of Directors as you would your Young Professionals or Student members, would you? (What…you mean you already DO send the same message to EVERYONE? I’m SHOCKED!) Segmented communications are FAR better than broad-based, one-size-fits-all efforts. You know it and I know it, so let’s do something ABOUT it!
Think about your favorite movie quote for a second. In fact, go ahead and say it OUT LOUD! You know the one. Yeah…THAT ONE! OK…now I want you to imagine the character who said it is played by Larry the Cable Guy. Try hearing HIM say the line. Same words. Same situation. Different voice. It changes the entire dynamic, doesn’t it?
Your Board expects you to speak to them in a certain way. Do so!
Your staff expects you to speak to THEM in a certain way…and probably NOT the same way you speak to the Board. DO so!
Your volunteers and your community leaders and your elected officials and the community at large and your OLDER members and your YOUNGER members and your MINORITY members and….well….you get the point.
Don’t just KNOW who…USE who.
If you’re already doing this well, please take a moment to leave a comment or even an example of ways your organization is already answering and responding to your different WHO’s.
And…be watching your email TOMORROW for our discussion on WHAT!
Thanks for reading. Make it a great day!