When the people we are trying to reach are tired

Hey team,

I’ve been reflecting on the overwhelming amount of content everyone faces daily.

As I write this, the irony isn't lost on me. But as I tell myself this is thought leadership (hopefully), its also a way to self-reflect and tell my team that those we are trying to reach (our audiences) are tired. They are bombarded with updates, ads, and alerts.

A recent post on LinkedIn got me thinking: our audiences aren't just passively seeking information; rather, many of us are having it forced upon them. With so many comms efforts aimed at raising awareness—often across multiple topics—as comms experts we need to be mindful of the overwhelming volume of insights, stories, activism, news, realities, stats, gossip people encounter daily. Understanding this, we must consider how such a barrage affects their ability to find meaning and truth in the sea of content.

So I guess this post is about sharing with my team and fellow comms pros what this reality means for our work. Our objective is to deliver content that’s not just noise but genuine conversations that people seek out when they need insight or clarity.

Its content that counts

I am grateful to be part of The Synergist, an organization committed to making a meaningful impact, not just increasing output.

Every piece we publish should make our audience’s day a little easier to navigate. Whether it’s a quick tip, a deep dive into a topic they care about, or something that genuinely brightens their day, it should be worth their time. That's our new benchmark.

Its about building real connections

Earning trust is tough, especially now. People appreciate honesty and can spot insincerity from miles away. Everything we share must ring true and resonate deeply. We need to understand their challenges, speak their language, and meet them where they are.

Its about going from broadcasting to engaging

Our role is evolving from traditional broadcasters to community builders. We're here to facilitate meaningful discussions, not monopolize their attention. This means initiating real dialogues—asking questions, seeking feedback, and listening to their responses.

It's about adopting a fresh approach to our newsroom mentality

As we look at operating like a newsroom, it isn't about being timely; it’s about being thoughtful. As we plan our content, we need to ask ourselves: Is this useful? Is it necessary? Will it help? If we’re not confident it meets these criteria, it’s back to the drawing board. We’re setting the bar high because that’s what people need from us.

From what I’ve seen, The Synergist is full of incredible talent with a strong drive to create meaningful change. I’m excited to see how we approach communications in a way that doesn’t bore our audience or make them roll their eyes but instead offers real guidance, insight, or solace.

I’m looking forward to all your ideas on how we can bring this vision to life.

Best,

Shweta