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

---

People Know People

I recently entered the keyword "networking" into Google. In 0.13... Read More

How to Make the Most of Those First 30 Seconds

Did you just meet the most important person in your... Read More

The Answer to Your Worst Networking Nightmare

Imagine you just met your ideal client at a networking... Read More

What a Leads Exchange Group can do for You

What is the definition of a leads exchange and how... Read More

Unforgettable First Impressions Part 4: Become a Social Gift Giver

Do you ever wonder why single people give flowers, wine,... Read More

Unforgettable First Impressions Part 3: Time is (Not) On Your Side

You only have three seconds?Connect in under a minute?People decide... Read More

Effective Networking

The process of finding out about a job, getting interviewed,... Read More

Networking in the Business world

Why is it so important to network with other people... Read More

Networking Know-how

Successful networking requires the understanding from the get-go that it... Read More

Community Involvement Networking

It is important for you to join at least one... Read More

Talk Isnt Cheap

The most successful organizations have good communication skills. Survey after... Read More

Small File Box With Resumes to Help Customers

I bet you have not thought about it much, but... Read More

Unforgettable First Impressions Part 2: Its All About Them!

Jean de la Bruyere said, "The great gift of conversation... Read More

Develop a Great Network - Pay It Forward for Maximum Success

Who needs a network of people to talk to about... Read More

Online Business Networking: How Personal is Too Personal?

Online networking has opened up some fantastic business opportunities for... Read More

How to Generate More Business by Telling People What You Do

What do you tell people when asked what you do?... Read More

How to Announce a New Product

How can the introduction of new products affect the way... Read More

Building Bridges - The Importance of Being Connected Where You Live

As a Young Professional (YP) in the up-and-coming city of... Read More

Building Business Relationships in a Roomful of Strangers

You approach a stranger at an association meeting or industry... Read More

Networking

Networking: Is it who you know or what you know... Read More

The Promotion Factor: Seven Strategies to Promote Yourself and Your Business by Playing Golf

Effective business promotion is more powerful than advertising. Using golf... Read More

Sell For Yourself Or Sell For Your Boss?

First of all I would like to start this article... Read More

Planting the Seeds of Greatness - Make it Great Newsletter #7

Thought of the WeekThis week, I'd like to challenge you... Read More

Why Arent You Talking to Me?

Your nonverbal communication talks before you do. Only seven percent... Read More

Social Network Software

My neighbor ? a lovely man I've known, and have... Read More

Networking Skills: Arguing in Context

If you're fond of a good debate, you know how... Read More

Give People Something to Talk About!

My husband and I tried an experiment one night. We... Read More

Lesson 69 - When Networking Events Fail

The StoryIn a quest to create strategic alliances, coalitions, and... Read More

Network Marketing Secret: On Becoming the ?GoTo? Guy

For years we've been taught to identify ourselves as reps... Read More

Hows Your Net Working?

In recent weeks, I've had the opportunity to pass along... Read More

Networking: Strangers, Friendship, and Business Growth

You already know that uncomfortable feeling, that knot in your... Read More

Ask for Referrals: And Get the Answer You Want!

Why are people scared to ask for a referral? Is... Read More

Five Best Ways To Build A Network

I have been working from home on the internet for... Read More