Ever use someone else to get your message out?For example, big, multi-location companies sometimes make important announcements through local plant or office managers, rather than at head office. Another example: advocacy groups that ask their members to individually write or call politicians.
Both examples illustrate what's called a two-step communication strategy - getting extra mileage out of communication by selectively using other people to pass on messages.
It's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, speedy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.
Borrowed legitimacy: The example of
advocacy group illustrates how you can use third parties (in this case individual voters/members) to give greater credence to a message.
It also explains testimonials you see and hear in advertising. And, book publishers commonly use several forms of two-step communication, including testimonials, prefaces by well-known or well-respected persons, and book reviews.
In your workplace, some people probably have more influence than others. If you send out a message to people with influence and ask them to pass it on to others in organization, message may carry more weight.
If you're a sales person, you know value of referrals. Again, this applies two-step process to borrow legitimacy.
Extended networks: The two-step process can extend personal reach. It's like an old-boys' network that allows us to greatly expand number of people we 'know'.
