Strategy Setting

1. Communication Objectives

Communication Strategy Setting

Define the desired communication results

  • What are the practical and measurable results desired from the communication activity?
  • Where on the Communication Staircase do we want to move the target audience?
  • What are the Key Performance Indicators or success factors?
  • What would a successful communication do?
  • What is the desired change to the target audience – Awareness? Knowledge? Understanding, Attitude? Behaviour?
  • How is the communication to influence the audience?
  • What do you want the audience to think, feel and do about the key issues, product, brand or service?

2. Audience and Stakeholder Analysis

Define the key audiences and stakeholders

  • Who are the main targets of the communication activity?
    • What is known about this audience?
    • Who needs to be influenced by the communication?
    • Where on the Change Staircase is the audience?
    • What insights do we have about the key audience?
    • What does the audience currently think, feel and do about the key issues, product, brand or service?
    • What messages and tone of messages best suit the target audience?
    • What are the audiences preferred channels and methods for receiving communications about the key issue, product, brand or service?
  • Who are the key stakeholders that have an interest in the communication activity?
    • What is their role?
    • What is their interest?
    • What is their influence?
    • What is their responsibility?

Information contained on this page has been published as a guide only and is provided without any express or implied warranty as to its accuracy or currency. – Disclaimer