We communicate daily with many different groups. What we say, though, is not always relevant or of interest to every audience. For our marketing and communication efforts to be the most effective, we need to make sure that we are conveying information that is on-brand and on-topic in terms of its relevance to a particular audience every time we produce a brochure, send a direct mail piece, create a PowerPoint, write an article, post content online or send an e-mail. The public has limited time to spend “listening” to us, so we want to make sure the message gets heard when we speak. The matrix, developed through extensive research, highlights topics that are most interesting to each major audience.