With whom will you communicate?
The most significant part of your communication plan is your key audiences. Not long ago, advertising and public relations were afterthoughts for the overall organization, and their tactics primarily targeted consumers. In those days, companies had the advantage of controlling the message around their business. This isn't possible today.
Your consumers are necessary for your survival, but modern interactive platforms demand that you consider all your audiences in your communication plan.
The mix of media channels you decide to focus on for your business is determined by your key audiences. Today's "conversational" media platforms enable discussions about all aspects of your business—products, services, cleanliness, personnel, culture, pay, work environment—to occur without your participation. Companies no longer control the message regarding their business.
Your target consumer will likely be the primary key audience in your communication plan but won't be the only one we consider. Ultimately, your organization needs a variety of media channels to participate in discussions. Still, each should be chosen on its ability to connect with an audience and contribute to your overall goals.
Modern media platforms have targeting and audience management features that make advertising, public relations, and marketing more manageable than ever. But each media channel, like Facebook, has its own toolset and its own learning curve for mastery.
Platforms like Google and Facebook offer robust audience segmentation features based on
Modern media platforms have targeting and audience management features that make advertising, public relations, and marketing more manageable than ever. But each media channel, like Facebook, has its own toolset and its own learning curve for mastery.
Platforms like Google and Facebook offer robust audience segmentation features based on affinities, demographics, geographic data, and more. Still, the tactical work should map back to your organization's communication goals and objectives.
Here's a list of stakeholders you might consider for your key audiences.
Modern media platforms have blurred the lines between traditional advertisers, marketers, merchandisers, publicists, salespeople, or otherwise.
Vagary will help you consider and define a set of relevant audiences for your communication plan so that you can pick an optimal mix of channels for your organizational goals and objectives.
In Marcom, "audience" refers to a specific group, a population segment. Different teams may focus on particular audiences in large corporations, but medium-sized businesses often don't have separate departments.
All of your audiences can easily influence your business's reputation on social media channels or otherwise. Still, creating a m
In Marcom, "audience" refers to a specific group, a population segment. Different teams may focus on particular audiences in large corporations, but medium-sized businesses often don't have separate departments.
All of your audiences can easily influence your business's reputation on social media channels or otherwise. Still, creating a media mix for each audience isn't feasible.
Vagary will team up with you to create a communication plan that considers as many audiences as possible before a final list is defined. Your key audiences list will determine your media mix, the channels you pursue to achieve your goals and objectives.
Your primary audience is usually your target consumer—buyer persona. Depending on your organization and the scope of your business, we may want to segment this audience further by various buying stages: awareness, consideration, post-purchase validation, legacy customer, or otherwise. The level of specificity will depend on the duration of your buying cycle and the scope of your business—product lines, services, locations, etc.
Aside from your primary audience, your consumers, Vagary suggests maintaining channels for other audiences. Throughout the life of your business, you will likely need to respond to crisis management situations or engage in reputation management tactics. Through ancillary channels, cultivating relationships with "other" audiences, like investors, industry partners, or distributors, can pay off dearly during emergencies. Not having those channels in place might leave your communication team powerless when you need to connect with audiences other than your consumers.
Whatever your business situation, it's worth noting that declaring your key audiences should always precede your media mix choice. Contact Vagary, and we'll help you work through these decisions with a keen focus on your goals and objectives.
Manage by objectives.
Consider all your audiences.
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