Don’t Breed Communication Apathy

 “In communication, familiarity breeds apathy.” W. Bernbach

How to communicate is really a hot topic. This quote struck me as wise.  Maybe instead of louder, bolder or more often,  it just needs to be fresh and new to keep people connected and interested.  What are some ways that we can keep our communication fresh?

– Informally (or formally) discover how people are receiving communication from you.

– Don’t use every form of communication, but consistently communicate with the ones you have chosen. For example, don’t set up a twitter account and then not post anything on it. Use what works for you that you will actaully use.

– Let your audience choose how they will receive communication from you. Don’t force them into only one way of getting it.

– It’s good to change your style or content. In a church or organization newsletter, for example, maybe have someone write a guest article on a particular topic.

– Narrative stories are the best. A personal story is always fresh, new, and interesting.

– Call them to action. Use phrases that help people take action. Change those from time to time.

– Build on relationships. Call people by name. Use names on notes and letters. Personalize the communication to your audience.

–  If you always send a card to your husband or wife for special days, then try changing it a bit. Make a homemade card, write a song or poem, change the way you share the message that you love them. Think creatively.

– Go out on a limb, ride the momentum in your organization to take risks in creative communication.  Be creative and bold in telling the story.

– Tell the story with passion. What is it that got you to this point in the first place?  Why are you involved in this work?  What fires you up about what you do?  Why should people be excited about what you have to say?  What motivates you to invite them to respond?  How do you want them to respond?

Good luck!


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