Connect the Dots in Communications
Posted by Lisa Cruz on Sat, Jan 24, 2009 @ 06:12 PM
Every time I put together a communications plan, I look at it as the favorite childhood game of connect the dots. Only now, when it comes to your company, picture your client or prospect in the center of the picture with your communications channels surrounding them- all connected.
When you are communicating to promote a new product, service, award or other company highlight, think of how you can integrate or cross promote, through messaging, across all of your existing communications platforms including events, news releases, social media channels, newsletters, advertising, in-person interactions and more.
Then look for the next layer of new opportunities that align with your existing communications, always keeping in mind to communicate where your target audience is and remember to engage them as much as possible.
Communicate with thoughts, ideas or pain points that impact their lives. Don't talk at them. Instead, think of what you offer and how it will improve their life. Speak in their language remembering that what is internal vernacular at your organization doesn't mean that your external audience is going to understand it or take the time to understand it.
Take it one step more and make sure, when possible, that you are pointing listeners, attendees and readers to a measurable outlet such as your Web site. Give them a reason to visit your Web site such as a special promotion code, answering common questions or information that will help them. Through Web site analytics, you can determine if your messaging and the communications channels are reaching your audience, if at all.
Just remember, the best laid plans also have to be flexible. Kind of like when you were young and some of the lines you drew between the dots weren't perfectly straight-- but the picture still emerged!