At the recent 2010 Portland Communicators Conference, Peter Shankman, idea man behind Help a Reporter Out (HARO), emphasized the importance of maintaining a two-way conversation with your audience.

Often the quickest route to clear communication with your audience is through conversation—simple, right? However, we spend a lot of time brainstorming, idea-bouncing and generally overthinking our communication efforts. Instead, we should be asking our audience directly how they would like to engage with us. You’ll be surprised at how eager your audience will be to share their preferences. In addition to formulating a strategy that aligns with the wants and needs of your audience, you will also gain a deeper level of connection as your audience sees that you value their opinions and are making changes according to their preferences.

Here are a few ideas for polling your audience:
• Add a poll to your newsletter
• Pose a question to your Twitter or Facebook followers
• Set up a quick and simple survey using a tool like SurveyMonkey

Most importantly, measure the results from your polling efforts and report your findings to your audience. Make changes to accommodate their preferences, even if the changes are small—baby steps are OK. Showing that you are listening will give your audience a reason to talk to you, and thus engage with your brand.

What are some steps you’ve taken to survey your audience? How did they work out for you?

Photo credit: Cameron Browne, cameronbrowne.com.