Reading, Seeing, Hearing, Experiencing: How Information Shapes PR Strategy
In today's digital landscape, strategic communication has evolved from traditional methods to integrated approaches incorporating behavioral science, data analytics, and personalized messaging. Joshua Altman, Managing Director of Beltway Media in Washington DC, recently shared insights on the Public Relations Review Podcast about how modern communication strategies are being shaped by understanding how audiences receive information.
One of the foundational aspects of effective communication strategy begins with understanding how target audiences consume information. Altman emphasizes the importance of considering what people "read, see, hear, and experience" when crafting messaging strategies. This comprehensive approach ensures that communication reaches audiences through multiple touchpoints, creating opportunities for repeated exposure. According to behavioral science principles, people need to hear messages between seven to fourteen times to truly internalize and act upon them. This understanding guides strategic decisions about message frequency and placement across various platforms.
The targeted nature of modern communication plays a crucial role in message effectiveness. As Altman illustrates, the approach for a federal agency trying to reach 330 million Americans differs dramatically from a B2B energy firm targeting a list of 100 decision-makers. While the federal agency needs broad coverage across multiple channels, the B2B firm can implement highly personalized communication strategies. This targeting capability allows communicators to craft messages specifically tailored to their audience's demographics, behaviors, and preferences, resulting in higher engagement rates.
Working with government agencies presents unique challenges and opportunities for communication professionals. Having served as a federal contractor for both the Department of Justice and the Department of Commerce, Altman brings valuable perspective on navigating government communication requirements. Government agencies must reach diverse populations across vast geographic areas while ensuring access for all citizens regardless of technological capabilities. This necessitates utilizing multiple channels from traditional methods to digital platforms. The evolution from satellite communications to webinar platforms demonstrates how technology has made government communications more cost-effective and accessible.
When beginning a new client relationship, particularly with organizations that have minimal existing communication infrastructure, Altman advocates for leveraging assets clients already possess but may not recognize as valuable. This might include email lists of clients and vendors, LinkedIn connections, or occasionally used social media accounts. By assigning value to these existing resources, clients become more confident in their communication potential. The shift from viewing themselves as starting from zero to building upon existing foundations makes the communication development process less intimidating. This approach also helps clients make more rational decisions based on better information, reducing anxiety around communication investments.
Modern communication professionals must serve as both strategists and problem-solvers, integrating themselves into client operations rather than acting as mere vendors for specific tasks. Altman describes this role as being "fractional Chief Communications Officers" who shape perception, build trust, and maintain relationships long-term. This integrated approach ensures that all communication channels work harmoniously toward organizational goals. The valuable mantra "communicate strategically, not voluminously" encapsulates this philosophy – emphasizing quality, targeted messaging over sheer quantity of communication.
