Communications with a 'We Perspective'

Marketing and public relations has traditionally considered a reality of 'us and them.' Identifying target audiences and understanding their concerns are critical to creating communications that are relevant for the recipient. And, understanding the key message point is crucial to developing focused campaigns.

But, I think we miss an important step. We rarely go beyond the 'us and them' definitions and consider communications from the "we perspective". We are all interconnected. Science has proven that our actions and thoughts affect all of us, no matter how small it may seem. Quantum physics has shown that not only are we interconnected in the tiniest aspects of matter, but there is no detached "observer," we are all participants.

Considering communications from "we" means that we understand as communicators that we are not detached. It means that when we develop a corporate social responsibility campaign, or a community outreach campaign, or even a marketing event, we do so from the perspective that we are both the receiver and the giver. It is taking both personal and professional responsibility for our work.

Communications created from a we perspective has the potential to be wildly successful if it can help give voice to the deeper nobility within all us.

What do you think?