The Delta Media P.R. Clinic

How Often is too Often?
The importance of frequency in communication

By Bernard Gauthier, MA

I recently had the privilege of presenting to the Manitoba Chapter of the CSAE as part of the Association Excellence Series. One of the participants asked an important question that I thought would be an excellent topic for the PR Clinic: How often is too often when it comes to repeating a message? It’s an important question because an error on either side of the equation can be costly.

One the one hand, if your messages never change, you run the risk of frustrating your audience (“Not this message again!”) or of simply become like tired wallpaper in the den: there, but never quite noticed. Our brain is designed to notice and pay attention to changes in our environment; no change, means no need to pay close attention.

On the other hand, messages really begin to have their full impact when we have come across them three or four times. We recognize them, we grasp them more fully, and we’re much more likely to remember the messages when it comes time to make a decision. In many instances, the fact that a message is repeated is a signal to the audience that this message matters. Repetition, in this case, can be a good thing.

So, how can you tell if it’s time for the message to change? First, remember that you and your colleagues are probably the least qualified to make this call. You crafted the messages, saw them through approvals, and now live with them every day. Of course you’re sick of them! Your audiences, however, weren’t part of the history of the messages and aren’t nearly as well acquainted with them. If your member only reads half of your newsletters, opens one-fifth of your emails and attends one-third of your meetings, you can see how they might be quite happy to see the same messages long after you are fed up with them.

The audience is best positioned to determine when it’s time to change a message. Create opportunities for them to give you feedback on your messages and rest assured, they’ll tell you if your messages are tired, dated or simply no longer relevant. Focus groups, panels (an ad hoc message working group) or even a member survey can reveal valuable information on this front.

Finally, to have the best of both worlds, try to create different versions of the same core messages. Refresh your website, edit the presentation, revise the brochure but keep the core messages fundamentally the same. That way, you benefit from the novelty that attracts attention, while also enjoying all the advantages of frequency.

The one exception to this approach is when you have a clear indication that your message is not working. Angry emails, a sudden drop in donations or a sudden switch to negative media coverage are all signals that it’s time for a rapid change in your messages. Here again, pre-testing key messages with members of the audience ahead of time can help you avoid these negative situations.

In short, change your messages when your audiences tell you it’s time to change them. Just make sure you’re listening carefully and find creative ways to vary the message while maintaining its essence.

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