Mass media is a historical aberration. For a short 70-odd years of human history, a relatively small group of people told us what to think and what to buy, and we were expected to passively accept it.
That’s not how things worked for thousands of years before, and that’s not how it’s going to work in the future. Clinging to the precepts of a brief period of weirdness may not be the best model to guide us, you think?
Before mass media, people marketed their wares directly to one another in a social context. Some people were considered honest and trustworthy, and some people were considered shills and charlatans. Others were revealed to be criminals and con men.
Take a look at your organization’s website. Is it full of the slick talk of a shill and a charlatan? Or is it the kind of real-life communication you’d get from someone who’s honest and trustworthy?
If you’re spending a lot of time and money making your professional communications look and sound polished, you’re putting money in the wrong place. Give more attention to what you’re saying, and less attention to how you’re saying it.