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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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pierozilio@pierozilio.eu

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Piero ZILIO