Why No One is Listening
In a crisis (you know, like this pandemic), the way we process and act on information is different than in non-crisis times. As communicators and leaders, it's critical to recognize the changes in our audience’s cognition—and account for them—when crafting our communications strategies.
We’ve heard from many of you that you’re struggling to break through the noise and that your audiences “just aren’t getting it.” You’re not alone.
Right now, our brains are busy juggling uncertainty, stress and anxiety. Todd Braver, a psychological and brain sciences expert, shares that concentration, memory and cognition may suffer as a result. By first simplifying your message, and then creating an echo chamber by sharing it in multiple forums, you can ensure that it lands with your audience.
SIMPLIFY
For example, let’s say you’re sharing your key advocacy initiatives for the coming year, and you want donors and partners to understand what you’re doing and support your work.
First, simplify your message. Start by drafting one set of core messaging you will use every time you communicate about your issue or your work. Eliminate things like:
industry jargon;
complicated acronyms; and
long sentences.
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Consider asking a person within your organization (who isn’t an expert in this particular topic, if possible) to read your content. Did they understand it—easily? If so, you’re ready to go! Use slight variations of this concise message in everything you do to build familiarity with your message.
REPEAT, REPEAT REPEAT
Then, share your message often. Research shows that repetition can both make your argument (or campaign!) more attractive, and build support for your cause as well. As a matter of fact, it’s a critical part of persuasion. In addition to this, when we learn through repetition, we remember the information better and retain it for longer.
Once your messaging is clear and impactful, consider a publicity plan that incorporates repetition. For example, sending information about your advocacy priorities for 2021 in two emails, three sets of social media posts, on your website, and through direct mail can ensure your audience sees the message—and begins to understand why it’s so important.
Not sure where to start? Here are just a few options:
Remember: JUST when you’re sick of writing and sharing something, it’s finally starting to click with your audience.
As the pandemic goes on (and on and on), it’s important to give our audiences the grace they need to absorb our messages and take action if needed.
