Too often communicators create one version of every message and cascade it in multiple global markets. Efficient? Perhaps. Effective? No.

Every message isn’t relevant to every market, and when audiences continuously receive communications that don’t resonate with them, they stop listening and end up missing out on important, applicable messages in the mix.

You can help communicators overcome this by equipping them with tools to enable them to customize messages to resonate locally.

We’ve recently learned about one tool in particular that can help companies figure out which messages they want to prioritize, by timing their delivery based on the target audience’s receptivity. Communications teams can use a set of questions applying to the following steps to guard against over-communication:

• Step 1: Auditing your existing message mix
• Step 2: Assessing your message mix
• Step 3: Understanding local priorities
• Step 4: Adjusting your message mix

CEC members, access the complete set of questions to help you time your messages to maximize audience receptivity.

CEC Related Resources:

• Timing Messages to Audience Receptivity
• Strategy Message Alignment Review (Toyota)
• Message Management