Why 1-On-1 Conversations Should Guide Your Communications Strategy

In communications, size matters. 

But not as much as you might think.

Yes, we all want to reach as many of the right people as possible with our messages.

But in an era when distrust of institutions is incredibly high – and the ability to micro-target messages to individuals is literally at your fingertips – the size of your Twitter following or the number of people who are receiving your email messages is less important than the quality of your interactions.

It’s the reason why so many smart organizations are investing in tools that help them get permission to communicate directly with customers and donors through channels like Facebook Messenger, to mine the interests of their social media contacts, and to create livestreaming content on Twitch.

By doing so, they’re looking for the chance to have meaningful conversations -- to listen as much as they talk. These conversations, after all, are what truly change minds and drive action.

But getting the green light to have those conversations requires trust.

As a result, it’s also important to be mindful of how you’re communicating through your mainstream channels and through your thought leadership to assure you are building that trust.

No matter what, it’s critical that you put your audience – and not yourself – at the center of these messages. You have to demonstrate why they should care about what you have to say, why they should trust you, and how you can help them.

This topic was at the heart of a conversation I recently had on a podcast with the UN Development Programme.

If you have less than 10 minutes to spare, it might be worth the listen.