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
Although, this is about giving the gift of your name... Read More
Because a person's name is the single context of human... Read More
One out of every ten Americans has a fear of... Read More
You see him from across the room. You know him,... Read More
If you're new to the internet marketing club, you may... Read More
Do you use Ryze or LinkedIn to promote your web... Read More
Right here in Europe, the very last continent to enter... Read More
June is reality check month. Lots of the resolutions have... Read More
Earlier today I was helping a client develop a better... Read More
A few years back when I moved to Charlotte, NC... Read More
I bet you have not thought about it much, but... Read More
What is the biggest advantage of forming an alliance?Everyone has... Read More
Jean de la Bruyere said, "The great gift of conversation... Read More
Small businesses are really excluded from the global economySmall businesses... Read More
What is the problem when people try to describe what... Read More
The heart of any business is the connection it has... Read More
Why are people scared to ask for a referral? Is... Read More
Networking is one of the most important skills a person... Read More
Who needs a network of people to talk to about... Read More
Passive Income, residuals, royalties three ways to get paid multiple... Read More
The festive season is a great time to sharpen and... Read More
The StoryBusiness has a habit of testing us as individuals... Read More
Networking: Is it who you know or what you know... Read More
You're at a conference. Someone steps in the elevator, notices... Read More
Why would you want to write information on paper when... Read More
These Actions of Awesome Hospitality? will help you manifest the... Read More
While surfing for traffic or browsing your safelist emails, you... Read More
How do you measure a group's worth to your organization?It... Read More
Real networking isn't about handing out business cards at a... Read More
You already know that uncomfortable feeling, that knot in your... Read More
Many workers think that their hard work will speak for... Read More
There is a rather famous true story called "Acres of... Read More
Most people become lax at maintaining their professional business network... Read More
A few years back when I moved to Charlotte, NC... Read More
Although, this is about giving the gift of your name... Read More
Sigmund Freud says "a person's name is the single context... Read More
The StoryWhen attending conferences, conventions, or private events, it's guaranteed... Read More
The StoryBusiness has a habit of testing us as individuals... Read More
"If you build a better mouse trap - the world... Read More
I hope the title of this article aroused your curiosity!... Read More
While surfing for traffic or browsing your safelist emails, you... Read More
Recently, while providing an up-and-coming Virtual Assistant (VA) and small... Read More
"The Networking Factor, Everyone is important!" This slogan reminds me... Read More
Most small business people do not take advantage of human... Read More
Some of the most successful businesses in existence today started... Read More
I grew up in a household where saying thank you... Read More
Thought of the WeekThis week, I'd like to challenge you... Read More
Quote of the week"The answer is always no...unless you ask."... Read More
A few years ago, I was attending a family function... Read More
When I walked into Dallas's famous Y.O. Ranch Steakhouse, all... Read More
Successful networking requires the understanding from the get-go that it... Read More
There are people who are natural born networkers - those... Read More
In life, you have to successfully work with people to... Read More
The festive season is a great time to sharpen and... Read More
The New Guy is a person we all know. And... Read More
Essential to your success as an effective, engaging communicator is... Read More
Passive Income, residuals, royalties three ways to get paid multiple... Read More
Ever use someone else to get your message out?For example,... Read More
You approach a stranger at an association meeting or industry... Read More
Because a person's name is the single context of human... Read More
If you own a franchise you should be in contact... Read More
For years we've been taught to identify ourselves as reps... Read More
These Actions of Awesome Hospitality? will help you manifest the... Read More
How does one determine which are the best events to... Read More
Jean de la Bruyere said, "The great gift of conversation... Read More
My neighbor ? a lovely man I've known, and have... Read More
Networking |