Overview: Communication Strategy
Communications appears complex. But a good communication strategy shouldn't be.
I generally boil it all down to five simple, interrelated tables, defining:
- Who you’re trying to reach: your audiences, including their needs and information preferences
- What you’re trying to achieve with them: your business goals for each audience
- Why they should pay attention to you: starting with you Unique Value Proposition, craft an Elevator Pitch, and from that derive Editorial Messaging for each audience
- How you will get those messages to those audiences: an integrated, mutually supportive communications portfolio
- When you will monitor and optimise those activities: key metrics, analyses and optimisation processes.
There are many ways to go about this. My favourite option is to spend a few hours a week interviewing diverse members of your team and holding one or two workshops. That way we'll develop buy-in together along the way, and I'll be able to mentor your staff so that they can better implement the strategy.
Because the last thing you need is a Word document gathering dust on a shelf.
Need help? Get in touch.
Related services: Content strategy, Online strategy, Online community management, Social media strategy, Content creation and marketing, Online architecture, Innovation strategy, Digital transformation, Change and project management.
Relevant resources
medium.com
indie bookstores are thriving. The keyword is curation: by default... local and community-oriented... know the taste ... mood of the neighborhood... a good model for the modern aspiration economy...having taste to know what to buy... human curation... differentiator in fashion, food, travel, wellness, design, and an important value-add for tech pl…
www.niemanlab.org
What if “persuadability” isn’t the right metric to look at? ... Information warfare expert Molly McKew, who specializes in U.S.–Russia relations... "There aren’t good tools to evaluate the impact of shadow campaigns... Information and psychological operations ... are not just about information, but about changing behavior... of more than 36,000 …
medium.com
Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.
mathewlowry.myhub.ai
An array of sophisticated language technologies could help ideas flow across EU borders, link national conversations together and support the EU Online Public Sphere - the demos the EU needs. But BloggingPortal is unlikely to feature them. [update (17/5/15): I finally decided to kick Medium's tyres by reposting this there, with less history. …
mathewlowry.myhub.ai
This video is aimed at developers interested in combining machine translation, automatic semantic analysis, human curation, faceted and federated search, and social media to create a machine-assisted multilingual longform content curation engine.
Think
social media,
curation,
publicsphere,
multilingualism,
screencast,
prezi,
web20,
bloggingportal2
mathewlowry.myhub.ai
That's right - curation. Now officially Web2.0-buzzword-of-the-month (not quite sure which one).
Think
social media,
community,
ocm,
eu,
curation,
publicsphere,
multilingualism,
eurocrap,
euroblog,
lisp,
yellow-card