Communication is fundamental in the world of social organisations. We are not only talking about internal communication, which ensures that all members are aligned with the objectives but also about external communication, which projects the organisation’s image to the general public. Today, we focus on communication in between, which is essential but often overlooked.
Intermediate communication encompasses interaction with key audiences who, although not part of the internal structure, have a significant relationship with the organisation. These audiences include volunteers, donors, strategic partners, suppliers and beneficiaries. Effectively managing this communication is essential for the success and sustainability of any social organisation.
Intermediate communication refers to communication practices and strategies aimed at groups that are vital to functioning without a direct contractual relationship with the organisation. These intermediate audiences act as a bridge between the organisation and the wider community. Managing them correctly can make the difference between the success and failure of a project, as they can become the transmitters and true sensitisers of the organisation’s campaigns.
In a social organisation, communication is not only limited to internal interaction or external projection. It includes a crucial category of interlocutors: intermediate audiences with close and meaningful relationships with the organisation. Each audience has unique needs and expectations; recognising their importance is essential to the organisation’s success. They include:
Developing targeted and well-thought-out communication strategies is essential to maintain adequate and fruitful relationships with intermediate audiences. Unlike internal and external communication, intermediate communication must address these groups’ particular needs and expectations.
The effectiveness of these strategies lies in their ability to build trust, foster commitment, and ensure fluid, two-way communication. This involves keeping these groups informed and actively involving them in the organisation’s processes, valuing their contributions and reinforcing their sense of belonging and motivation.
Here are some proven tactics that can help to effectively manage communication in between, ensuring that each group feels valued and fully integrated into the organisation’s mission and goals.
Social organisations have a wide range of technological tools at their disposal that facilitate intermediary communication. These tools improve the efficiency and speed of communications and allow for more direct and personalised contact with the various intermediate audiences.
It is essential to select platforms and channels that best suit each group’s needs and preferences. Doing so ensures that messages are received and understood effectively, strengthening relationships and increasing participation. In addition, the use of these tools can help the organisation stay organised, allowing for better project management and more consistent communication.
Here are some of the most effective communication tools and channels, in my experience, that you can use to keep middle management informed and engaged with the organisation’s mission:
Strengthening relationships with intermediate audiences is critical to a social organisation’s success. Strong engagement ensures loyalty and ongoing support, which is vital for long-term sustainability and impact.
To build strong relationships with intermediate audiences, it is crucial to implement strategies that foster trust and mutual respect. Here are some tactics that have either worked for me in previous projects or that I have heard about from colleagues who have implemented them:
The engagement of intermediate audiences is critical to the success of any social organisation, as these groups provide invaluable value through their time, resources and support. Encouraging their engagement strengthens their ties to the organisation and enhances their motivation and satisfaction, ensuring their continued and active support.
To encourage this commitment, it is essential to implement actions demonstrating the value of their contribution and their importance to the organisation. Here are some effective strategies to achieve this:
Ongoing evaluation of the effectiveness of intermediate communication is essential to identify areas for improvement and ensure that the strategies implemented are achieving the desired results. Only through continuous assessment and adjustment can we ensure that the organisation meets its communication objectives and maintains strong relationships with its stakeholders.
This process is essential for adapting to changes in the expectations and needs of intermediate audiences and to the dynamics of the organisation’s environment.
Surveys and questionnaires: Collect direct feedback from intermediate audiences on communication effectiveness and their satisfaction.
Data analysis: Use analytics tools to review engagement metrics, email open rates, event attendance, etc.
Evaluation meetings: Schedule regular meetings to discuss the progress and results of intermediate communication strategies.
Feedback is essential to the process of continuous improvement. Implementing mechanisms to receive and act on feedback can help adjust strategies and improve effectiveness:
Open channels: Maintain open communication channels so intermediate audiences can provide feedback at any time.
Rapid response: Ensure that suggestions and concerns are quickly responded to and acted upon.
Adaptation: Be willing to adapt communication strategies based on feedback received.
A social organisation’s intermediary communication can face numerous challenges, from the diversity of its audiences to resource constraints and constant changes in the environment. Identifying, anticipating or addressing these obstacles by developing practical solutions enables an organisation to ensure that its message reaches all its intermediate audiences clearly and effectively.
Overcoming these challenges requires a combination of well-thought-out strategies, flexibility and a proactive approach.
As we have seen, intermediate communication is an essential component for the success of any social organisation. By aligning this type of communication with its target audience, an organisation can improve its transparency, trust and, ultimately, its impact on the community.
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