You have to repeat a lot to get your comms to stick. When it comes to safety information, for instance, McKinsey's study found that you need to repeat the safety message 9-12 times for the audience to perceive that risk. So how can we repeat-repeat-repeat without turning off our audience? — Diversify your comms strategy. You don't necessarily need to be coming up with something new to say. Come up with new ways to say it, broaden the ways you package and deliver information — from channels to content formats.