Itchen Bridge

I have been reading a very interesting communications blog (radio in this case) by Chris Williams, called Chris.FM. An older entry in October of 2006 is about "Connection: Radio as the means not the end".

New, more effective communications is about relationships rather than blunt force advertising. Advertising is about "The Product," building positive connections is instead around what people aspire to be and to do. If the people we reach out to are interested in putting their family first, then communications can be about how to do that. Not how to do what we want them to do, but first and formost about their desire to put their family first.

We would add that if this is a community business selling a product, it is more than just the product.  It is about understanding what the customer needs, developing a positive service relationship and solving problems.  The relationship is still a critical part of success.

New Communications are about discovering what the people value and putting together the means by which they can achieve. We communicate and build a relationship with them through what they value, their aspirations. These values go deeper into what people focus on in their lives. Values are about feelings, concerns, hopes, dreams and aspirations. Values are what make connections between people and organizations. If we want connections and positive relationships, it will not be just about advertising; it will be about talking about how to attain what we all together most hope for.

Using Chris' example, a Web site for a community organization that wants to reach out to people in their area may identify a group in the community that wants their family to succeed. The Web site would not just be about general concepts of family, or even how the organization is family-focused. That is too general. These families want to know how to succeed as a family and will come to a central site that puts up family gatherings of all sorts right onto the Web site. The Web site becomes a place where people can come and get the ideas and help they need to be successful. Along side all this material would be the community organization's family events as well. The Web site becomes a community place for all community family people, a place of connection.

If our community organization wants to reach out to people, that makes our Web site a very attractive place to be.  And a new set of relationships is born. 

Here is the link to the article