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PLANNING COMMUNICATION
Piero ZILIO
zero cruft, seven methodology steps
GOALS
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• Do you know them? Are they clear? • Can you translate them into
communication goals? • Are they reachable
and measurable?
A communication plan supports your organizational goals and objectives:
AUDIENCE
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• Did you locate them? Grouped? • What distinguishes them? • Are they linked to
a goal?
Each goal refers to a specific audience:
STRATEGIES
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• Segment (eg. differentiated, focused, ...)
• Purpose (eg. persuasion, facilitation, ...)
• Contact (eg. direct, mediated, ...)
• Range (eg. wide, narrow, ...)
• Style (eg. educational, mixed, ...)
Different goals and audiences require custom strategies according to:
CONTENTS
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• Have you defined your semantic field?
• Did you schedule the publishing plan?
Contents are (1) values and (2) information to be used in your message:
MEDIA
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Different goals, audiences, strategies and contents = different media: • Link media to content
(eg. don’t talk about innovation with a phonogram)
• Think within a media-mix
ACTIONS
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For each chosen media: • Make a census of available
actions and tools • Select consistent actions
and tools (according to .01, .02, .03, .04, .05) • Schedule
EVALUATION
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• Define evaluation goals related to communication ones
• Use qualitative marks and quantitative ones
• Never stop monitoring and adapting
Set up a flexible and modifiable communication plan:
DO NOT START communication plan PICKING UP MEDIA
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ALWAYS START ANALYZING DATA
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communication plan
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Piero ZILIO
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