Communications Corner: How to reach all generations with your communications

A one-size-fits-all approach to communications may be the easiest and fastest way to produce communications, but it may be leaving sections of your audience out of the loop.
 
Each generation consumes information in different manners. Here’s a look at the generations, and the media they typically respond to best:
 
Generation
Media most likely to respond to

Silent
Verbal, written

Boomers
Verbal, written

Gen X
eMail, text, podcasts, and videos

Gen Y
eMail, text, social media, podcasts, and videos
 
This is not to say that each generation will only respond to the specific media listed. So, it is wise to use various media to ensure everyone is comfortable with the communication style and absorbs your message.
 
Here are 3 tips to enhance your communication:

1. If you are using a newsletter or other communication with multiple topics, whether in print or electronic format, don’t focus in-depth on just one topic; provide two or three topics at a higher level.
   
   You can always direct customers, who may crave more information on a particular topic, to online content. So, instead of a page-long article, write a smaller brief on the topic and another short article on something else.
   
   
2. When giving multiple examples in tips-type communications, craft your examples with different life stages in mind.
   
   
3. Send all customers the various media. The lines are blurring when it comes to what media is best for which generation. The chart above is a general guideline, and what studies have shown each generation prefers and is comfortable with using. Therefore, if possible, send all media to all customers, and let them decide whether to engage with it.

 
You will also want to think about how many impressions of your message you need to release. “Once-and-done” is no longer a viable strategy with today’s world. Breaking up your messages and releasing them multiple times over a period of time can help customers absorb your messages. Tell your customers, remind them, and then remind them again.