Description

A communications plan that starts with channel selection — which platforms to use, how often to post, what format the content should take — is starting in the wrong place. The prior questions are harder and more consequential: what does this organization actually need its audiences to understand, believe, or do differently, and what message architecture gets from here to there? Without clear answers to those questions, tactical execution produces activity without effect.

You’ll work with:

• Audience mapping: identifying who needs to receive what message, what they currently believe, and what would constitute a meaningful shift in understanding or behavior
• Message architecture: building core messages and supporting points that are consistent, differentiated, and suited to the audiences receiving them
• Channel and format strategy: selecting distribution approaches based on audience behavior and message requirements rather than organizational habit or platform familiarity

Timeline: +/- 5 hours

Outcome: A communications planning approach grounded in audience understanding and strategic objective — producing plans that are coherent from objective to execution rather than collections of activity assembled around a budget.