Beruflich Dokumente
Kultur Dokumente
Communications
Strategies
Politics, Policy and The Press
Communicating for Effective Action
The Brookings Institution
Inform policy
Share research or intelligence
Drive a result or action
Create an image or brand
Audience-Based
Communications
Target?
Action?
Rewards?
Support?
Image?
Openings?
1. THE TARGET
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Its about them
Attitudes
Feelings
Understand Beliefs
Audiences Research Experience
Reality
Values
Needs
Behavior
Multiple audiences
Audience-Based
Communications sees
through the eyes of the
consumer.
What do we want the
target to do?
2. TAKE ACTION
The Action Must Be Specific
Copy:
Longer wheel
base
High-rigidity
body underpins
17-inch ventilated
disc breaks
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Benefits
Copy:
Subjective/personal/intangible
In the present, not the future
Unknown until you talk to your
audience
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4. SUPPORT
Ask:
What makes our promise
of a reward believable, or
our results credible?
What evidence supports
our claim?
What makes the desired
action seem feasible?
Support comes from:
Scientific facts/data
Personal stories
How we communicate our
message
Perceived social norms
39
Good openings for reaching
your audience
Times, places, situations, states
of mind when they are:
An associated image
Openings when your audience will be
receptive to your message
Your message strategy is not
copy. It is what you want
people to take away from a
meeting, from reading your
materials, from seeing your
interview.
How do you know the
answers to the
6 Strategic Questions?
Audience research
Draw on your existing knowledge of
your colleagues
Ask questions of your audiences
informal, quick reconnaissance (What
are you worried about? What do you
need?)
Learn about your audiences
operating environment
Conduct a survey
Exercise: Develop
Your Communications
Strategy
REMEMBER: