Knowing the right media for your message

The crux of our work here at BlueSky is to get the right message out to the right people through the right channels. And for those of you who really get the importance of this, you will understand why I was seen shouting at the radio today when a caller rang in to propose to his partner.


Now I’m not a hopeless romantic and I’m sure said partner was over the moon at the proposal, but was this really the right platform for sensitive communication on this level? The announcement was open to a number of possible flaws: what if his other half wasn’t listening to the radio? As it was a recorded message for the particular radio station rather than a live broadcast, what would happen if it didn’t get aired? Not to mention, what if she had turned him down in front of the nation!


This example turned out ok as it happens – despite the number of things that could have gone wrong – the happy couple are now engaged to be married. But the point I’m trying to make here is you must be careful which channel you put a message out on. It’s pointless, for instance, sharing a survey on what keeps senior management awake at night through Facebook while posting company event photos on LinkedIn.


Just as it is pointless talking about the intricate details of a talent attraction programme in the Middle East in a magazine aimed at Directors who, quite simply, leave this level of detail with the HR team.


So if you’re planning the business equivalent of this on-air proposal, ask yourself this: is it really the right channel for this communication?

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