People are people. But depending on the context we find ourselves—where we live, how old we are, our personal economic situation, our education, our DNA, our life experience—how we receive and perceive messages can vary widely.
Irish coffee or dark beer?
Imagine these glasses represent different contexts for target audiences.
Now imagine how the perception of similar content will change when it is “poured” into each context.
Think about the challenge health workers had with the recent Ebola outbreak in Africa. Local burial customs and a lack of trust in government meant public health messages were best delivered as narratives rather than as warnings or mandates.
Misunderstandings occur every day in families, the workplace, schools, hospitals, churches, between countries, and yes, on Facebook, because context wasn't considered before messages or content was shared.
In every language, there are multiple ways to express a message. Depending on the words used, the channel expressing them, the context in which they are received, and the audience, the same words can mean something very different. Consider this:
““I’m sorry” and “My bad” mean the same thing....unless you’re at a funeral.”
Good News: Universal Communications Principles Work
The context (glass) determines whether you're expecting to taste wine or juice.
Because people are people, the same principles apply for effective communications of any kind whether in North America, Africa, Asia, South America or Australia. The answers to these questions reveal different contexts that need to be taken into account when preparing content.
These principles are part of the research and planning steps in strategic communications:
- Know your desired outcome(s)
- Identify your target audience(s)
- Understand the context(s)
- Select an appropriate communications channel mix
Anybody thirsty?