If you don’t really know why you are communicating, then your audience won’t really know why they should listen.
An effective communication strategy requires a mix of communication types, not only in terms of media, but also in terms of reasons why you are communicating.
We typically overwhelm people with things we want them to know (whether they asked for it or not) and things we want them to do (whether they want to, need to, or not). These are largely transactional communications. And, despite their prevalence, when it comes to building a connection with your audience, “know” and “do” communications are the weakest forms (other than communicating to hear yourself communicate, of course).
At some point, we need to make people feel and feel a part of (engage) what we are doing as an organization.
After all, transactional communication will deliver transactional relationships. If we want something more, we need to communicate accordingly.