You want to promote your business products and services. It’s tempting to start creating something new but whoa there – let’s have a think: you have done fantastic work -something to be proud of! You need to spread a positive message about your successes! You want to communicate these messages to your audience and clients to improve your brand profile!
Let’s think of ways we can plan our media communications content for the coming year and beyond by doing an MOT or health check and here are four things to consider:
One: Who is your audience?
o Is it the media – press, TV or radio
Think of the medium you’re addressing. Each medium has its unique way of communicating with the audience. It is important to think about your platform and how to use it in the best way. For example, TV engages us with great visual pictures and sound. Radio is an aural medium that relies on sound and the pictures it conjures up in our creative minds. Online media and Newspaper – are based on the written mode of communication.
o Is the required recipient for your message a customer or another business?
Communicating to customers or businesses requires a different approach. B2B (business to business) communication requires more logical explanations to perhaps key stakeholders so be prepared to share detailed knowledge to gain a return on investment. Whereas B2C (business to customer) communication often relies on emotional communication to make the customer feel good and create a certain mood or experience.
o If yes what is the gender, age or interests of your ideal customer?
Understanding your customer allows you to tailor your comments and communication effectively to spur the reader in to action because you are telling them what they need to know.
Two: What is your key message?
o What do you want to say and what is the simplest way to say it?
Use appropriate words for your audience and avoid jargon or complicated language that will alienate your idea viewer, user or reader.
o What nugget of knowledge do you want your audience to know?
Is there a call to action or a desired outcome for your audience? If yes, make it clear! For example perhaps you’ve launched a new service or your business has a new chosen charity and you plan on organising some fundraising activities?
Three: What media communication platforms do you use?
o Perhaps you’ve managed to gain coverage with local newspapers?
o Do you use social media and podcasts to speak to your chosen audience?
o What has worked well and how could you improve it?
Four: How will you measure success?
o Now you are starting to put together a plan or strategy – how will you measure success?
o You may want to collate some numerical data to chart the number of followers or perhaps the number of clients recommendations via social media?
This checklist is not an exhaustive list – depending on your business, project or event there will be more ideas to consider when it comes to your media communications plan.
These ideas are designed to give you a start to ensure you plan some wonderful creative content for 2018!
Tweet me with your thoughts and feedback – which tip will you implement? Look forward to chatting to you via Twitter: @Chandlerlou