Issue & Goal
Clarify ‘why’ you are communicating by determining:
– The issue you wish to address through communication.
– What you want to achieve with that communication.
Measurable Communication Objective(s)
To achieve the communication goal, set measures for:
– Who you need to communicate with
– What needs to shift
– By when that shift needs to be achieved
Determine the required mix of face-to-face, electronic and print communications
in order to achieve your communication goal.
Establish the shift(s) your communication needs to effect in the target audience to achieve the communications goal. The shift may be from non-awareness to understanding, or from disengagement to high performance. Plan these as a sequence of step-changes.
Select suitable tactics to achieve the required shifts in the target audience as noted in the preceding column.
This sequence of tactics is ‘how’ you achieve your communication goal.