If they are going to "buy in," you must package the message so that they can understand it and pay attention to it.You must make sure the value and benefit outweigh any downsides (the "price" you are asking them to pay, for instance).Try to plan your communications so that individuals receive the right information and are not inundated, or worse, confused by the different messages that they receive. It's good to get feedback on the communications that you have planned and implemented.
The first step is to put yourself in the shoes of your audience.
What do they need to know, and what do they know already? What's their preferred way of receiving information?
But don't forget to use existing channels, such as staff newsletters, the intranet and team meetings, too.
Using existing channels with the right message at the right time is an effective and familiar way to reach your audience. To plan out the message for each audience, start by thinking about the broadest audience groups first.
One saying in marketing is that "prospects need to see your message seven times before they buy." While this may be over-precise, your audience may need to read your message many times over before it sinks in.
On the other hand, as you plan for each audience, remember also that members of one audience may also be part of another audience, and so may receive several messages.Let's consider planning the communications for the implementation of new security passes in your office.The overall objective is to "Ensure a smooth transition from the current security pass system to the new one." Who are the audiences and what do they need?So there's quite a bit more to good communications than preparing a good memo or presentation!This tool will help you through the preparation steps and show you how to create an audience-focused communication plan that's sure to get your message heard.Good corporate communications is very much like good marketing.You have a message (product) that you need to "sell" to your audience (customers).And you must reach the audience through the right communications channels. This can initially seem quite difficult: for all but the simplest communications plan, it's good to use Stakeholder Analysis to help you do this.Then, following the communication (promotion), you must be able to measure the effectiveness of your message and how well it has been received by your audience. Stakeholder Analysis Joe is an HR manager working in Sydney and is, therefore, a member of two audiences, as is Sue who is a customer services team manager in New Jersey.First, consider the universal audience "All Office-Based Staff." Everyone will need to know that the change is scheduled, what to expect and when.If people at each site need to receive different instructions about how to get a new pass and so on, each site needs to be listed as a separate audience ("Staff at site A" and so on) And what about the people who manage security?