“Communication comes across on three basic levels: content (what we have to say), identity (how you come across saying it), and relationship (how you relate with those with whom you communicate). Audiences pick on all three.”

— Mike Barry

Mr. Mike Barry offers a useful reminder of something communications professionals sometimes take for granted: communication is much more than the words we put together.

Every time we communicate with an audience, three things are happening simultaneously.

Content is the substance of our communication. It is the message, information, argument, announcement, story or idea we want our audience to receive. In public relations, this could be a press release, a CEO’s speech, a corporate statement, a social media post, an investor communication or a stakeholder presentation.

For communication to be effective, the content needs to be meaningful. The message must be clear, concise, relevant, and appropriate to the audience. But having the right message is only the beginning.

Two people can communicate essentially the same message and produce very different reactions because of how they present themselves. Tone, confidence, credibility, personality, language and even the choice of communication channel contribute to how the content is being perceived and received.

This is particularly important in PR. Stakeholders are not only listening to what is being said; they are also forming impressions about who they are, how professional they are, and this can define how they are assessed even for many years to come.

Is the interlocutor transparent? Empathetic? Arrogant? Responsible? Accessible? Defensive? Professional?

Many times, the delivery becomes as memorable as the message itself.

Communication does not happen in a vacuum. Every message is directed at someone or a group, which could be customers, employees, investors, regulators, journalists, communities, government, partners or the general public.

Understanding the relationship with these stakeholders matters. People want to know whether they are understood, whether their concerns, perspectives, and genuine interests will enhance their quality of life.

This is why effective PR cannot simply be about producing a press release and sending it to the media. The era of “just write a press release” is long gone.

Today’s PR Consultant must think beyond the immediate message. They must consider the content, the identity they are projecting and the relationships that is being built or strengthened.

We must also understand the changing media landscape. Newspapers remain relevant, but audiences now consume information through a proliferation of digital platforms, social media channels, and real-time broadcasting such as television, radio, websites, podcasts, newsletters, LinkedIn, X, Instagram, YouTube, WhatsApp and other platforms. Stakeholders currently interact across a sprawling ecosystem of touchpoints.

Beyond, “What do we want to say?” Other elements of Ws and Hs must also come into play.  We must also ask: How should we say it? Who should hear it? Where will they hear it? How will they interpret it? And what kind of relationship will the communication create?

For the PR Consultants, these three levels should therefore remain on the front burner. Let us embrace a holistic approach to storytelling. Moving far beyond traditional, single-channel outputs requires designing integrated communication campaigns that respect the intelligence of our audiences across content, identity, and relationship.

Because audiences do not merely receive our words. They experience our communication.

Have a week filled with clear, credible and impactful communication!

Olutayo Irantiola writes #PRQuotes weekly