I wanted to share this post with GovLoopers because it’s relevant to communicating both on behalf of — and to — government agencies. Would love to hear your thoughts:
Part of being a good communicator is bridging the legitimacy gap with your audience. If you send a brochure or a blog post to an Army prospect with outdated images (like soldiers wearing old uniforms that have been phased out or men driving a Cold War-era Russian tank), they just might not see you as a trustworthy partner. If it seems you don’t know your customer and what images or language might be relevant, those potential customers might question your ability to actually do the work you’re proposing. That’s a blow to your fundamental credibility, not just your image. Not the best way to win (or retain) business.
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