Before You Write the Message, Know Who You’re Talking To
By Anmol Harjani
A campaign can have a compelling story.
A polished design.
Clear messaging.
Strong copy.
And still miss the mark.
Why?
Because successful communication isn’t measured by how well we say something.
It’s measured by whether the right people hear it, understand it and choose to act.
That begins with one question communicators should ask before opening a blank document:
Who are we trying to reach?
Understanding your audience isn’t the first step in communication planning.
It is the foundation.
Without it, even the most creative ideas can lose their impact.
We Don’t Communicate With “Everyone”
One of the most common phrases heard during campaign planning is:
“Our audience is everyone.”
It sounds inclusive.
But in reality, it often leads to messages that resonate with no one.
Every audience has different priorities.
Employees want clarity.
Community members want transparency.
Media professionals want timely, relevant information.
Executives often need strategic context.
Using the same message for every audience assumes everyone is asking the same question.
They rarely are.
Listening Comes Before Messaging
Communicators are often recognized for what they say.
But one of their greatest strengths is understanding what others need to hear.
Listening can happen in many ways:
- Reading community feedback.
- Monitoring conversations.
- Reviewing survey results.
- Speaking with colleagues.
- Asking thoughtful questions.
These insights reveal concerns that might otherwise be overlooked.
The strongest messages often begin by listening rather than writing.
Empathy Creates Better Communication
Empathy is sometimes misunderstood as simply being kind.
In communications, empathy means understanding someone’s perspective before asking for their attention.
Imagine announcing a major organizational change.
A leadership team may focus on future opportunities.
Employees may wonder how it affects their daily work.
Partners may be thinking about continuity.
Media may ask about broader implications.
Each audience views the same announcement through a different lens.
Recognizing those differences allows communicators to provide information that feels relevant rather than generic.
Every Audience Needs a Different Story
The facts rarely change.
The way we present them often should.
A sustainability initiative might become:
- A community impact story for local residents.
- An employee pride story for internal communications.
- A business resilience story for investors.
- A partnership story for industry stakeholders.
The message stays consistent.
The perspective changes.
That’s not changing the truth.
It’s making the truth meaningful for different audiences.
Great Communication Is Measured by Understanding
Many organizations focus on outputs.
How many posts were published?
How many newsletters were sent?
How many media releases were distributed?
These metrics matter.
But communicators also ask different questions.
Did people understand?
Did they feel informed?
Did they trust the message?
Did they know what to do next?
Those answers often reveal far more than impressions or reach alone.
Audience-Centred Communication Builds Trust
When people feel understood, they’re more likely to listen.
When they feel listened to, they’re more likely to engage.
And when they engage, communication becomes more than information.
It becomes a relationship.
Whether working in the public, private or nonprofit sector, that relationship is one of the most valuable outcomes communicators can create.
Final Thoughts
Every campaign begins with choices.
Which channels should we use?
What tone should we take?
What should the headline say?
Before answering any of those questions, communicators should answer one that matters even more.
Who are we trying to help?
Because when audiences feel that communication was created with them—not just for them—they’re far more likely to respond.
At its best, communication isn’t about broadcasting messages.
It’s about building understanding.
And understanding always begins with listening.
Key Takeaway
The most effective communicators don’t begin with the message—they begin with the audience.
Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.