An incredible volume of information is
contributing to an increasingly complex world in which people are already strapped for time.
People are seeking to get only what they need, quickly and efficiently, and move on to the next
task in their busy day – they actually want less information! They know what they want and what
works for their particular needs. They prefer honest and meaningful dialogue to bombardment.
Relevance provides a new way of communicating
with your clients. It enables you to build a rapport with them – to deliver what they want, when they
want it, and eliminate the frustration from their hectic and demanding lives.
However, relevance in communications is not
always easy to achieve since it spans a number of inter-related dimensions: