Tired of being the victim of communications gone wrong? Follow our seven steps to effective communication planning and you'll hit the mark every time!
Like any business activity, effective communications require good planning. Without a solid plan, you might get stuck fixing a communication misfire. As JFK said, “The time to repair the roof is when the sun is shining.”
Whether you’re sending an email, sharing a report or launching your latest ad campaign, it pays to plan.
Reap the results of well-planned communications by following these seven steps:
1. Profile your audience
Let your audience guide your communication approach. If you understand what’s relevant to them, address their concerns, spark their interest or solve a problem, you'll easily build rapport.
2. Set clear communication objectives
Remember, all communications serve a purpose. You might be promoting your brand, generating leads or motivating employees. Whatever your goal, make sure you address it in your communication.
3. Establish tone of voice
Does your tone of voice reflect how your audience speaks? Do they use a conversational or formal tone? Mirroring how they speak guarantees instant audience engagement. Besides, the wrong tone of voice could cost you. Princeton research found that people prefer easy-to-read text. Formal text is harder to read, so only use this tone when appropriate.
4. Scan the environment
Is there a risk that your message might land badly? Scan your environment and be aware of topics in the news or community that might affect how your message is received. Try to foresee whether it could unintentionally cause offence.
5. Test your communications
You never want to send communications that don’t hit the mark. A diverse test-audience can spot message sensitivities. In publishing, ‘sensitivity readers' scrutinise written-work for inaccuracies that might offend. While you may not need these professionals, don’t overlook the value of testing with a varied audience.
6. Incorporate branding and images
Consistent branding sets you apart from your competitors. By using the same logo or branding across all of your channels and messages, you’ll make your brand seriously recognisable.
7. Take timing and channel into account
Learn when and where your audience is most likely to read your communications. Here’s a helpful infographic that outlines the best times to post content on popular social media networks. Also, consider whether or not your audience would prefer print communications. With 1.3 million Australians yet to be connected to the internet, print might still be best for some. Put simply, a well-planned communication is one where you know your audience, set clear objectives, select the right channel, pick the right timing, and use the right tone of voice with consistent branding. By considering these elements at the planning phase, you're guaranteed to deliver great communications every single time.
About Victoria Hall
Victoria is a creative communication expert who believes that great communication has the power to change the world. She's passionate about helping organisations to lift their profiles, inspire action and achieve remarkable results by crafting and delivering their stories and messages in a clear, compelling and persuasive way. If you've got a question about how to produce high-quality communication plans or content, you can contact Victoria here or connect with her on LinkedIn.