Larry D. Lauer

This week I met with the students that will go with me and my colleagues to London in June. Each year as I prepare to teach “International and Intercultural Communication” I am reminded that the principles of strategic communication are the same no matter where I am.

Organizations and individuals, be they domestic or international, require the same kind of analytical thinking. It is true that market segment analysis, cultural norms, and preferred media tools vary from group to group and country to country, but strategic thinking processes remain the same.

Just as I do back home, I begin the class in London by discussing the importance of source credibility. That is the starting point in strategic communication for any organization or individual, at home or abroad.

Next, I describe the power of a differentiated brand identity for individuals and organizations everywhere. Then, we discuss how the meanings of words really reside inside each person, no matter where that person lives or works.

For example, when I use a word like “democacy” the receiver hears only a strange sound. The meaning of that sound is actually added  by the listener based on past experiences and beliefs.  And what makes it even more complicated is that when my message is retold only about 50% of it gets through, and the listener chooses which 50%.  Plus, the listener adds his or her own creative twist in the transfer. And just as in domestic situations, differing beliefs and values are to blame for many of the world’s misunderstandings.

This tendency for communication to break down makes it all the more important to have constant feedback and opportunities to respond. And it also underscores the importance of knowing what media each market segement prefers and how to use all the “tools” that will best cut through noise and clutter.

Connecting with each target market requires knowing their needs and trends. In fact, connecting by demonstrating a deep knowledge of  “the way we do things,” and “what we believe”  just may be the most critical factor of all in making communication successful anywhere in the world.