Two-Step Your Communication
Ever use someone else to get your message out?
For example, big, multi-location companies sometimes make important announcements through local plant or office managers, rather than at head office. Another example: advocacy groups that ask their members to individually write or call politicians.
Both examples illustrate what's called a two-step communication strategy - getting extra mileage out of communication by selectively using other people to pass on messages.
It's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, speedy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.
Borrowed legitimacy: The example of the advocacy group illustrates how you can use third parties (in this case individual voters/members) to give greater credence to a message.
It also explains the testimonials you see and hear in advertising. And, book publishers commonly use several forms of two-step communication, including testimonials, prefaces by well-known or well-respected persons, and book reviews.
In your workplace, some people probably have more influence than others. If you send out a message to the people with influence and ask them to pass it on to others in the organization, the message may carry more weight.
If you're a sales person, you know the value of referrals. Again, this applies the two-step process to borrow legitimacy.
Extended networks: The two-step process can extend personal reach. It's like an old-boys' network that allows us to greatly expand the number of people we 'know'.
Some publishers of free electronic newsletters ask subscribers to pass on copies to friends and colleagues. It's a way for publishers to reach potential subscribers, with an implied or explicit endorsement.
Speed of distribution: Some messages can't be sent out in mass, they need to be delivered individually and personally, but still need to go out quickly. The two-step process can do that.
For example, some associations use phoning trees. Simply sending written notices of meetings may not be enough to get a good turnout. So, one person phones three other members, and those members each phone three other members and so on. If everyone cooperates, phone trees are very effective (in my experience, though, 'if' is the key word here).
Unofficial status: Sometimes, organizations use what politicians call trial balloons, which is to say, they want reaction to an initiative before officially announcing it.
For example, a politician might test the feasibility of an idea by leaking it to the media. If a news story refers to 'unnamed sources,' you may be seeing the two-step strategy at work. It allows the politician to get a reading on the public's mood without making a commitment.
In summary, the two-step process refers to the idea of using third parties to pass on important messages. Conscious, creative use of the process can extend your reach and give your message more impact. That makes it a useful addition to your communication toolbox.
Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com
Latest News
HomeGrid Forum Continues Support of Next Generation ITU-T Home ... MarketWatch - ... towards advancement of the International Telecommunication Union's Standardization Sector (ITU-T) G.hn next generation home networking standard. ... |
 CNET News | Yahoo Mash: When getting social isn't enough CNET News, CA - It's the latest social-networking failure for Yahoo, which was unable to get its earlier "Yahoo 360" network off the ground, and once attempted to purchase ... Yahoo trashes Mash, still looking for social network glory Wake Up, Yahoo! The Death of a Social Network: Yahoo Mash Kicks the Bucket |
Networking, hope for displaced workers TMCnet - They can network," Clark said. "And even if they have a computer at home, they should come in." To see more of The Frederick News-Post, or to subscribe to ... |
Online Games Entertainment Industry Changing Social Networking. Corsavoo.com, France - Traditionally, this is the perfect time to position yourself in the online games and social networking market building for yourself immense momentum. ... The Top Affiliate Marketing Companies That’ll Help You Earn Cash ... |
Research and Markets: Application Networking Services can Help ... MarketWatch - s new report "Application Networking Services can help better integrate branch offices with HQs at global enterprises, but enterprises need to select ... Examine the Biggest Challenges to Enterprise Network Upgrade ... |
 The Free Lance-Star | Social networking site has legs (four) Dog- and Family-friendly The Free Lance-Star, VA - He'd been interested in creating a social networking site but was disappointed to learn his first idea--babyspace.com--was already taken. ... |
Ocean Tomo to Sell Highly-Cited Social Networking Patent at Live ... MarketWatch - CHICAGO, Aug 28, 2008 (BUSINESS WIRE) -- Ocean Tomo Auctions today announced a fundamental patent relating to social networking technology, US 6480885, ... |
Nebula Networks Launched Wireless Sensor Networking based LPG ... Embedded Computing Design (press release), MI - 29, 2008) - Nebula Networks, a cutting edge low-power industrial wireless sensor networking(WSN) technology provider, announced it has successfully ... |
Many Companies Now Receptive to Online Social Networking at Work MidwestBusiness.com, IL - CHICAGO – As the popularity of online social networking Web sites like Facebook and MySpace continues to grow, so does the number of people visiting the ... |
 Wall Street Journal Blogs | The Secret Behind Obama’s Nomination: Social Networking Wall Street Journal Blogs, NY - The Obama campaign’s use of the site provides a model for businesses that are struggling with their own social-networking efforts. Throughout the campaign ... |
Resources
-
Pharmaceutical Sales Interviewing Tools
Pharmaceutical Sales Interview Questions is a pharmaceutical career portal providing the job searcher with all job hunting needs from job search, questions and answers, resume advice, research and other free information.
-
[ Certify.com© ] Exam Essentials™ A+, CompTIA, Novell, Microsoft Certification Practice Tests an
Since 1994, Exam Essentials has been the first choice in practice tests and training software for informed professionals and students preparing for their CompTIA, Microsoft, Novell and A+ certification exams. Try our FREE DEMO practice exams and see why t
-
Home Automation & Networking -A Complete Guide
Home Automation & Networking eBook on how to design a home automation system ranging from a simple installation to a total integrated Design.
-
Networking - perth speed business
Corporate Services.