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Speak their language

Writer's picture: Debbie BradenDebbie Braden

If you watched my video about speaking different audiences' languages, you know that one-size-fits-all communications actually fit no one. Let's dive deeper into how you can become fluent in every stakeholder's language.


Before you can tailor your message, you have to understand who you’re talking to. What drives them? What does success look like for them? What keeps them up at night?


In most organizations, you’ll find personas like:

  • The Strategic Executive: Focused on market position, growth, and organizational transformation

  • The Operational Leader: Managing resources, processes, and performance metrics

  • The People Manager: Building team capability while delivering results

  • The Individual Contributor: Balancing daily tasks with development goals

  • The Frontline Employee: Directly serving customers or creating products


You might already have these personas mapped out. But here's what often gets missed: Have you defined your resistance personas? Understanding the "change-resistant manager" or the "skeptical long-timer" is just as crucial as knowing your advocates. What drives their resistance? What would make them feel heard?


Now, let the data guide your delivery. Look at how these personas have engaged with communications and add these patterns into each profile:

  • Which channels drive their engagement

  • What content types spark action

  • When they typically engage

  • Common questions or concerns

  • Format preference (data, stories, visuals)


For example, your frontline manager might consistently engage with early morning updates, prefer bullet-point summaries, and always ask about team impact. These patterns help you craft messages that land.


Turn insights into messages that matter. Create a simple communication template for each persona so you can quickly plug in the key information into the right block for each audience.


Strategic Executive

  • What & Why: Core change and business driver

  • Business Impact & Priority: What strategic goal does this support?

  • Market Position: Competitive advantage/industry context

  • Critical Numbers: Key metrics/financial impact

  • Decision Needed: Clear ask and deadline

  • Format: Early morning, mobile-friendly, 3 bullet points max


People Manager

  • What & Why: Change overview and business case

  • Team Impact: How this affects their people

  • Key Messages: What they need to cascade

  • Resources: Tools/support available

  • Timeline: Key dates for their planning

  • Format: Detailed email with follow-up talking points


Frontline Employee

  • What's Changing: Direct impact to their role

  • Why It Matters: Personal benefit/outcome

  • Action Needed: Clear, specific steps

  • Support Available: Where to get help

  • Format: Visual, step-by-step guides, mobile accessible


Change-Resistant/Skeptical

  • What & Why: Clear, honest overview without corporate speak

  • Acknowledge Concerns: Show you understand their perspective

  • Evidence: Proof points/data supporting the change

  • Voice: How their input will be heard/incorporated

  • Support: Resources for managing the transition

  • Format: Face-to-face when possible, detailed FAQs addressing concerns


Your organization's personas might look different, but the principle remains: Understand who you're talking to. What are their drivers, their patterns, and their needs? The answers are the foundation of strategic communication.


This week, pick one key message to deliver. First, map your audience personas, including potential skeptics. Then, craft your message using the right template for each group. Share your experience with me. I'd love to hear what insights you discover.

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