Why Simultaneous Communications Channels Matters More Than Ever
By Karen Davis, Founder & Director, KAD Advisory
In today’s hyper-connected world, one of the most overlooked risks in corporate communication is relying too heavily on a single audience or channel. Too often, companies default to PR and social media when launching news, assuming it will naturally filter to other stakeholders. But the reality is in our self-selecting news world, messaging doesn’t trickle - it splinters.
Your investors, employees, partners, media and customers aren’t waiting for your press release to reach them secondhand. In fact, they’re more likely to lose trust if they feel like they’re hearing it after everyone else, or worse, from someone else entirely.
That’s why at KAD Advisory, we champion a simultaneous communications strategy: delivering the right message to every audience at the same time, in the channels they trust.
According to the Edelman Trust Barometer, employees are now the most trusted voice in an organisation — ranking above CEOs, journalists and government leaders. Meanwhile, a study by PwC found that 79% of business leaders believe that clear, direct communication to employees has a greater impact on brand trust than external media coverage.
So while PR still plays a key role in reach and perception, it's no longer the main stage. For most companies, internal/employee and direct stakeholder channels - such as employee town halls, investor briefings or customer emails consistently deliver stronger trust and engagement than broad public statements alone.
The best communication strategies are multi-layered and synchronised. They respect the nuances of each audience and acknowledge that timing is not just everything, it’s trust.
So next time your company has something important to say, don’t just press “send” on the media release. Pause, plan to ensure every audience hears it at the same time, in a way that matters to them.
Because reputation isn’t just what you say. It’s who hears it, when and how it’s understood.
