"One such group that we work with is what we have called the ‘elite’. These communities tend to work within highly skilled, technical based sectors in roles such as professors, scientists and engineers. They pose very specific challenges when it comes to communication.
Using a broad brush to describe the most challenging of their character traits, they can be ego-driven and may believe themselves to be superior, ‘above the law’ and beyond general levels of communication. They could be classified as ‘refuseniks’ (well informed but disinterested), a term used by Bill Quirke to describe the general attitude trait of a particular audience.
They're held in high esteem and often have an essential presence within their chosen industry that supports the organisation. It’s these peoples’ vast experience, passion for their work and unquestionable value to the business that seems to distance them and makes them hard to reach."
Read the full article to find out more about these tips to understand and engage elite communities:
- Creatively connect them with business objectives
- Give them the time and space to stretch their own thinking
- Tell people what they need to know, not everything we have to tell
- Use your ignorance to your advantage
- Run problem solving workshops
- Allow people to come to their own conclusions
- Provide strong leadership
- Listen and dig deep up front
- Establish goals and a clear WIIFM
- Help the elite communicate out
Great tips! Getting to know your audience and their wants and needs should be first on any communicators list.