Creating more noise in an already noisy environment won’t get anyone very far. And, when there is uncertainty in an environment, there is usually more noise than steady-state times. Instead of competing for attention in siloed communication and outreach efforts, disrupters use existing channels to engage their audience.
Think of existing channels as virtual water coolers. People are used to meeting there, learning about what’s happening and how it impacts them. The most effective communication approach for bringing people along with you, especially pre-tipping point, is to use channels and methods people are already using.