Our Take on What Makes Communication Work

At Krantz Strategies, we believe some rules never go out of style when it comes to connecting with people, whether online, in print, in the media, or face to face. Every project we take on starts with the same principle: communication is care. The more we listen and understand the people we are trying to reach, the stronger the impact.

Here is how we put that into practice.

Know Your Audience

Good communication starts with listening. We talk with the people most impacted, gather feedback, and pay attention to what is being said and what is not. Real comments and real stories always make messaging stronger.

Data shows patterns, but empathy shows why they matter. We ask what motivates people, what frustrates them, and what they need to feel understood. That combination builds messages that connect.

It is how we approached Cook County’s Environmental Justice Policy, making sure residents’ voices shaped the final product and built trust along the way.

The Game is Addition, Not Subtraction

Great communication brings people in. It is about finding common ground, even among groups that do not always see eye to eye. Maybe it is a policy issue where unlikely allies share a goal. That is where progress happens.

We have seen it across projects from Cook County’s Environmental Justice Policy to the Illinois Food Justice Alliance’s Good Food Purchasing campaign. Different audiences, same result: inclusion builds momentum.

Keep it Real

You can tell when something sounds scripted. The best communication feels human, clear, simple, and true to the person or organization behind it.

We always ask: could I explain this to my family? How would I tell my mom? That test keeps things real and relatable.

Our job is to help shape the story, not control it. The people living the work tell it best.

How We See It

We build lasting relationships because trust is the foundation of every message. When you listen first, invite more people in, and stay authentic, communication does more than share information. It builds connection, confidence, and momentum.

That is what makes communication work.