By: Kenn Dixon, M.A., CDMP, APR
Relevance doesn’t mean copying trends—it means understanding your audience’s world and speaking into it naturally. Leaders often panic and start using slang they heard from a teenager once. That’s how organizations accidentally embarrass themselves online.
You don’t need to be trendy. You need to be timely.
Start by listening. What’s happening in culture, in your community, in your industry? What are your audiences talking about? This is your landscape. Enter the conversation where you authentically fit—not where you’re trying too hard.
Participate with purpose. If a trend aligns with your mission, jump in with confidence. If it doesn’t, skip it. Not everything needs your commentary.
The most effective relevance strategy is solving today’s problems with clarity and empathy. That alone keeps you current. Focus on content that speaks to what your audience is experiencing right now—not ten years ago.
Relevance also means updating outdated practices. Old logos, rigid messaging, and slow response times all signal that you’re behind. A modern organization communicates quickly, clearly, and with personality.
Just please—for the love of all things good—don’t misuse Gen Z slang. It’s not worth the screenshots.
Call to Action: Stay cool (professionally). Download the relevance checklist at www.dixongroupllc.com/resources.