Larry D. Lauer

Once in a while those of us who work in the field of strategic communication must stop and remind ourselves that we do not ever really send complete messages to audiences.  Rather, we make a “sign,” or “noise,” that pulls a previously established meaning out of each person’s brain.

For example, when I say the word “dog” I am only making a funny noise. The receiver attributes  a meaning to that “noise” out of  prior experience. For dog lovers, that noise will bring a pleasant impression. For those who see dogs as dirty animals, or threatening to their safety, it will be a negative impression.  One of my students offered: “For me today, that word reminds me of a bad date I had last night.”

It is a bit depressing sometimes to realize that each and  every word we use is processed in this way by each individual.  Therefore, it is only where our experiences completely overlap that effective communication can take place.  The further apart our geographic and cultural experience, the less likely we will completely understand each other. No wonder communication across economic levels, ethnic cultures, and nationalities is so complicated.

The lesson here is clear: It is essential for the sender and receiver to know each other as thoroughly as possible before attempting serious communication. “Experience overlap” must take place so that each “noise ,” or “sign,” will have the same meaning to both parties.  Wherever possible, finding opportunities to create this overlap with our target audiences should become a part of our overall strategic communication plan. This reality also underscores the critical importance of  message feedback and repetition, thereby establishing dialogue and giving us an opportunity to correct misunderstandings.