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How can you effectively select channels to reach your intended audience for a communication project?

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Choosing the right channels to communicate with your audience is crucial for the success of any communication project. Channels are the means or platforms through which you deliver your messages, such as email, social media, website, blog, podcast, video, webinar, newsletter, report, or presentation. How can you effectively select the best channels for your communication project? Here are some tips to help you.

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1 Know your audience

Before you decide on the channels, you need to understand who your audience is, what their needs and preferences are, how they access information, and how they respond to different types of communication. You can use various methods to research your audience, such as surveys, interviews, focus groups, online analytics, or social listening. The more you know about your audience, the better you can tailor your messages and channels to suit them.

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Irina Pugliese

Master’s in Marketing with a Focus on: Social Media Marketing & Content Strategy. Relax and Love what you do!
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I could sit here and talk for hours about how people and especially creators sometimes don’t pay enough attention to this. They ramble on to various groups and yet haven’t captured a single audience because they haven’t set a target ?? The key to mass effective communication in my opinion is to capture the attention of not just any random person willing and able to read …who in the end won’t share like or acknowledge you content … but perhaps, the appreciation and attention of people who respect you, side with you on issues that matter, and in the end are willing to create a community of like-thinkers. And that in my opinion…is true communication.

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Ali Uren

Solves brain drain with ambitious brands doing good??Delivers durable ROS (return on skills)?? Captures lessons learnt + Re-purposes team wisdom creating new value??Kiikstart Founder+ Creator of The Circular Workplace ??
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My audience is largely internal teams so I'll take this angle. Before I chose any channel I will undertake a number of actions to make well informed decisions. - Meet with teams and people one on one to understand workplace reality. Current and past. - Gain understanding of people's experiences with the organization - has it been positive and negative. - Research including any relevant plans, responses to staff surveys. There's alot to get across in the early stages of planning.

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2 Define your objectives

Next, you need to clarify what you want to achieve with your communication project. What are the main goals and outcomes you expect? How will you measure your success? How do you want your audience to think, feel, or act after receiving your messages? Your objectives will guide you in choosing the most appropriate channels that can help you reach them. For example, if you want to raise awareness, you might use channels that have a wide reach and high visibility, such as social media or video. If you want to educate or inform, you might use channels that provide more detail and depth, such as website or report. If you want to engage or persuade, you might use channels that allow interaction and feedback, such as email or webinar.

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Ali Uren

Solves brain drain with ambitious brands doing good??Delivers durable ROS (return on skills)?? Captures lessons learnt + Re-purposes team wisdom creating new value??Kiikstart Founder+ Creator of The Circular Workplace ??
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Determining outcomes and impacts will be guided by factors such as your research, the mission of the organization, various departmental plans. Always be clear on how you want people to respond and what changes you want to see in workplace behaviours and interactions. Do you want people to deliver their role differently? Tell a new narrative about their role and or the organization? Get clear on how this needs to look. That will then shape your objectives.

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3 Assess your resources

Another factor to consider when selecting channels is the availability and suitability of your resources. Resources include time, budget, skills, tools, and content. You need to evaluate how much and what kind of resources you have or need to produce and distribute your messages through different channels. You also need to consider the quality and consistency of your communication across channels. You might have to prioritize or compromise some channels depending on your resources. For example, if you have limited time or budget, you might focus on channels that are easy and cost-effective to use, such as email or blog. If you have limited skills or tools, you might outsource or collaborate with experts or partners who can help you with channels that require more technical or creative expertise, such as video or podcast. If you have limited content or variety, you might repurpose or adapt your messages for different channels, such as turning a report into a presentation or a blog post into a social media post.

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Ali Uren

Solves brain drain with ambitious brands doing good??Delivers durable ROS (return on skills)?? Captures lessons learnt + Re-purposes team wisdom creating new value??Kiikstart Founder+ Creator of The Circular Workplace ??
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Ultimately you chose the channels that are most relevant and impactful to your audience and achieve the outcomes and impact. Otherwise it's a waste of time no matter how low cost your actions were to implement.

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4 Test and evaluate

Finally, you need to test and evaluate the effectiveness of your chosen channels. You can use various methods and tools to monitor and measure the performance and impact of your communication through different channels, such as feedback forms, surveys, polls, online analytics, or social media metrics. You can also compare and contrast the results of different channels to see which ones are more successful or popular among your audience. Based on your findings, you can adjust or improve your channel selection and strategy for future communication projects.

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Ali Uren

Solves brain drain with ambitious brands doing good??Delivers durable ROS (return on skills)?? Captures lessons learnt + Re-purposes team wisdom creating new value??Kiikstart Founder+ Creator of The Circular Workplace ??
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When assessing your impact in teams you will use a number of different ways including - reviews and check ins with teams - one on one debriefs with individual employees - observation in the workplace - surveys

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively select channels to reach your intended audience for a communication project?

1

2

3

4

5

1 Know your audience

2 Define your objectives

3 Assess your resources

4 Test and evaluate

5 Here’s what else to consider

Strategic Communications

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How can you effectively select channels to reach your intended audience for a communication project?

1

2

3

4

5

1 Know your audience

2 Define your objectives

3 Assess your resources

4 Test and evaluate

5 Here’s what else to consider

Strategic Communications

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