A Rock and a Hard Place

Bigger isn’t always better.

When my husband and I visited California’s Anza-Borrego Desert State Park, we rented a big-ass truck. One afternoon – while driving through a slot canyon – we almost got stuck between a rock and a hard place. There wasn’t room to back up. Going forward required driving up the side of a rock wall covered with tire marks. And that’s just what we did, thankfully without scratching or denting the rental truck.

For this particular adventure, I think a small-ass truck or jeep may have been a better option. Likewise, you don’t have to go big with your communications to be effective. When you narrow your focus to reach specific audiences, you gain better traction and eliminate the need to drive up a rock wall.

Securing coverage in local media and landing a guest spot on a podcast or at a conference can help you connect with the people who already are or may be interested in your organization. You then can expand your reach by amplifying the content on your website and social media channels.

Of course, this doesn’t mean you shouldn’t go off the beaten path. Pay attention to national trends and news. Do your homework to see how your organization can contribute a newsworthy, unique story angle. Let’s talk if you’re interested in learning more about big-ass truck adventures and ways to elevate your brand.

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