Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Planning communication: zero cruft, seven methodology steps


Published on

Communication planning is like sex: everybody talks about it, but only a few can do it good.

This is my methodology, without cruft, straight to the point: 7 steps to follow to set up properly your communication.

  • Be the first to comment

Planning communication: zero cruft, seven methodology steps

  1. 1. COMMUNICATIONPiero ZILIOzero cruft,seven methodology steps
  2. 2. GOALS2/11Piero ZILIO• Do you know them? Are they clear?• Can you translate them intocommunication goals?• Are they reachableand measurable?A communication plan supports your organizational goals and objectives:
  3. 3. AUDIENCE3/11Piero ZILIO• Did you locate them? Grouped?• What distinguishes them?• Are they linked toa goal?Each goal refers to a specific audience:
  4. 4. STRATEGIES4/11Piero ZILIO• 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:
  5. 5. CONTENTS5/11Piero ZILIO• Have you defined yoursemantic field?• Did you schedule thepublishing plan?Contents are (1) values and (2) information to be used in your message:
  6. 6. MEDIA6/11Piero ZILIODifferent goals, audiences, strategies and contents = different media:• Link media to content(eg. don’t talk about innovation with a phonogram)• Think within amedia-mix
  7. 7. ACTIONS7/11Piero ZILIOFor each chosen media:• Make a census of availableactions and tools• Select consistent actionsand tools (according to.01,.02,.03,.04,.05)• Schedule
  8. 8. EVALUATION8/11Piero ZILIO• Define evaluation goals relatedto communication ones• Use qualitative marksand quantitative ones• Never stop monitoringand adaptingSet up a flexible and modifiable communication plan:
  9. 9. DO NOT STARTcommunication planPICKING UP MEDIA9/11Piero ZILIO
  10. 10. ALWAYS STARTANALYZING DATA10/11Piero ZILIOcommunication plan
  11. 11. 11/11Piero ZILIOpierozilio@pierozilio.eu ZILIO