For all of the time we corporate communicators spend talking about our audience, it’s astounding how little we think about the actual people we communicate with (or, to be precise, who we communicate at). Sure, we talk quite a bit about who we aspire for that audience to be. Perhaps we have a lot of survey data, focus group results and other market research data to draw on. Or perhaps we have some segmentation profiles that imagine some aggregate person we could communicate with. One thing is for sure: Turning people into numbers or segments makes them a lot easier to deal with and control.
Tip Sheet: Put the Humanity Back in Communications
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