The Adage Holds - Meet People Where They Are

I’ve told my kids a thousand times: “It’s not just what you say, it’s how you say it.”

The truth is, it’s more than that. It’s also who you’re saying it to - and what matters to them.

Marketers understand this instinctively. Audiences are segmented. Messages are tailored. Channels are chosen deliberately. No one expects a campaign for Gen Z to land the same way with Gen X.

That same logic should guide internal communications, especially in organizations with large hourly or non-desk populations. Manufacturing floors. Healthcare settings. Field-based teams.

Different roles bring different priorities, daily pressures, and access to information. Many employees don’t sit at desks. Some don’t have regular access to email. The cultural distance between headquarters and the front line is real.

When organizations ignore that reality, even well-crafted communications don’t just miss the mark - they risk widening the disconnect.

In corporate communications, relevance is the prerequisite. That means calibrating your approach to the audience, not expecting the audience to adapt to the message.

Meet people where they are. It’s one of the clearest paths to trust, engagement, and alignment.