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

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Google News Updated : Sun, 06 Jul 2008 18:55:47 GMT Veterans Group Urges Support to 'Finish the Job' - Washington Post Veterans Group Urges Support to 'Finish the Job' Washington Post - 5 hours ago By Michael D. Shear Sen. John McCain will get some battleground-state help this week from Iraq and Afghanistan veterans, who appear in a television commercial aimed at convincing the public that the United States is winning in Iraq. Veterans’ Group Critical of Obama Plans Costly Ad Campaign FOXNews Veterans group plans ad campaign touting Iraq war The Associated Press Telegraph.co.uk - KPVI-TV - Politico - New York Times Blogs all 127 news articles Publ.Date : Sun, 06 Jul 2008 13:04:24 GMT Oregon Man Flies His Balloon Powered Chair Out of State - eFluxMedia Washington Post Oregon Man Flies His Balloon Powered Chair Out of State eFluxMedia - 1 hour ago By Matthew Williams A 48-year-old gas station owner from Bend, Oregon triumphed Saturday on his third attempt in making a 235-mile (378km) ride in a lawn chair rigged with helium-filled party balloons. Video: Ore. Man Uses Balloons and a Lawn Chair to Fly AssociatedPress Fireworks Injure Dozens Nationwide Washington Post United Press International - BBC News - New Zealand Herald - NEWS.com.au all 1,333 news articles Publ.Date : Sun, 06 Jul 2008 17:16:09 GMT Planet Mercury Shrinking In Size, Latest NASA Probe Reveal - AHN Voice of America Planet Mercury Shrinking In Size, Latest NASA Probe Reveal AHN - 3 hours ago London, England (AHN) - Mercury, the nearest planet to the sun and the smallest in the solar system, is shrinking, scientists said Saturday. Messenger's Photos Of Mercury Point Out New Facts eFluxMedia First Results From Messenger's Mercury Flyby Slashdot BBC News - Los Angeles Times - MSNBC - Scientific American all 160 news articles Publ.Date : Sun, 06 Jul 2008 15:26:44 GMT Peter Cook's team set to paint ugly picture of Christie Brinkley - New York Daily News The Money Times Peter Cook's team set to paint ugly picture of Christie Brinkley New York Daily News - 10 hours ago BY CHRISTINA BOYLE and TRACY CONNOR Christie Brinkley emerged from the first week of her divorce trial virtually unscathed, but the supermodel may not be as lucky in the second round. Op-Ed Columnist An Ideal Husband New York Times Christie Brinkley Hangs with Ex Billy Joel People Magazine Starpulse.com - FOXNews - WCHI - Hollywood Today Newsmagazine all 54 news articles Publ.Date : Sun, 06 Jul 2008 08:15:57 GMT Consumers get rare chance to try to effect changes in credit-card ... - MarketWatch Consumers get rare chance to try to effect changes in credit-card ... MarketWatch - 1 hour ago By Andrea Coombes, MarketWatch SAN FRANCISCO (MarketWatch) -- If you've ever complained about an unexpected interest-rate hike on your credit card, now's your chance to have your gripe heard. Speak Up on Credit-Card Rules Wall Street Journal Credit Card Overhauls Seem Likely New York Times Chicago Tribune - Billings Gazette - OpEdNews all 15 news articles Publ.Date : Sun, 06 Jul 2008 17:32:50 GMT RNC Unit Launches First Big Ad Buy in Battleground States - FOXNews FOXNews RNC Unit Launches First Big Ad Buy in Battleground States FOXNews - 5 hours ago by FOXNews.com The RNC's independiture expenditure unit has launched its first big ad buy in battleground states, touting John McCain as a crusader on the climate (RNCIEU). New RNC Ads Go After Obama on Energy Washington Post New RNC Ad: McCain For "Balance" On Energy, Obama "The Party Line" TPM Politico - Detroit Free Press - Los Angeles Times - guardian.co.uk all 40 news articles Publ.Date : Sun, 06 Jul 2008 13:48:38 GMT Will Smith is box office superhero with 'Hancock' - Reuters Calgary Herald Will Smith is box office superhero with 'Hancock' Reuters - 2 hours ago LOS ANGELES, July 6 (Reuters) - Will Smith, the closest thing to a sure bet in Hollywood, overcame some of the worst reviews of his career to claim the top spot at the US Independence Day holiday box office with "Hancock. 'Hancock' grabs heroic $107.3M over long weekend The Associated Press Movie Review: Hancock, A Superhero With Issues eFluxMedia Portsmouth Herald News - Lake County News - Sunday Paper - Bodog Beat all 324 news articles Publ.Date : Sun, 06 Jul 2008 16:05:33 GMT Add Data Feed Content to Your Website Amazon RSS

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