Listen instead
When King George V died, his death was "expedited" with a lethal dose of cocaine so it would be reported in the morning broadsheets, and not the evening tabloids.
News had a specific rhythm.
And, for the most part, it was a slow, steady beat.
But in 2022?
We have access to global (both more traditional and social) media that doesn't sleep.
The sheer amount of information we see everyday is overwhelming.
We want to be good, engaged citizens, friends, and community members.
We want to stay switched on.
And, we also want to keep the content flowing, maintaining our own high publishing schedules through whichever medium(s) we are responsible for.
While we take in all of the noise, we also hold ourselves accountable to adding to it.
But how often do we really ask if it's good for us - we're people too ya know - or for our audience?
In many workplaces, moments of 'communication in a crisis' (the all too familiar things like bushfires, pandemic, global conflict, floods) should increase the frequency and "opening hours" of publishing.
Increased communication in these cases can save lives.
But, for most businesses, this likely isn't the case.
Considering your audience might not change the frequency of communication, but potentially the method or format of your content.
Today, ask yourself, what does your audience need?
Less read time and more quick wins?
Don't tell me another story about the monarchy Sarah, give me one solution to my problem.
Less information and more direction?
Don't tell me about flood patterns, tell me how I can help.
Less content and more contact?
Don't build another sales page, send me an email or call to see if I need anything.
We should always ask what our audience needs, before other questions.
But especially at times like this.