Tailor How Messages Are Communicated to Audiences
As professional communicators go through the means–end chain, they must review how they are relating to audiences. Are the media used, the words selected, and the images captured complementary to consumer values? Or does the communication piece focus entirely on attributes and corporate boilerplate? Most companies fail to effectively think like their customers because they design programs around what they want to share rather than what customers want to hear. The smart organization will tailor communications and the method for transmission to what customers want. They adopt new mentalities, acquiring the kind of customer loyalty and profitability their competitors can only dream of.
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