Maybe it’s the times, maybe it’s my age, maybe it’s because I’ve had more downtime the last few weekends, but I’ve recently become an avid re-reader.
By definition, reread is a verb that means “read anew; read again.” I like read anew because I’m finding that’s exactly what the action of re-reading creates: an opportunity to interpret information in a new form or matter, which often leads to a deeper understanding of the content.
And that’s what communicating today is all about, right? As professional communicators we must genuinely understand the messages we’re communicating, why we’re communicating them, to whom we’re communicating, how and when.
At R+K, that starts with developing personas, or comprehensive profiles of individuals who represent our clients’ distinct target audiences. We get to know our clients’ current and prospective customers, literally on a first-name basis. How do they perceive themselves? What inspires them? Who influences them? Where do they go for information – online and off? Why?
We then use this knowledge – particularly the nuances we confirm or discover – to create and execute tailored communications strategies and initiatives that resonate with and motivate customers, and produce bottom line results for our clients.
We understand that nuance isn’t icing anymore – it’s the cake. And our best client partners understand that too.
Laura Schmidt is just one member of the R+K team who loves nuance. Contact her at lschmidt@rkconnect.com. Learn more about R+K at rkconnect.com . Follow us on Twitter @RheaKaiser.