Get your Tone Right People respond to people who sound like them we're tribal, at heart.
Time-bound Though you may have only one or two concrete goals, you need to be precise about how you will achieve them through the use of media.
A good strategy for making media may be multi-pronged and multi-faceted. For example, your strategy can include one objective to raise awareness among men about why domestic violence is wrong and another that targets the broader international community, asking them to get involved by telling governments and police to enforce the laws which prohibit domestic violence.
You also need to be clear about how the media you make will help to achieve these objectives. While you may be ready to write down your objectives in this early stage of making your media strategy, you will probably want to return to this section later once you have worked through the rest of the process.
An example of a clear objective is: The next step will be to do some research, keeping your goals and objectives in mind at all times.
This research may involve the following: Background research — Dig out old reports and data created by your group or affiliated partners. Write a brief history, map out what information exists and look for new information where this is required.
Previous efforts and campaigns — What have other organisations or individuals done to support this cause: Why or why not?
Doing this will help you identify what to avoid and what to pursue. Context mapping — Know what is happening right now in relation to your cause. What are the key events that have recently taken place and what are the events that will take place in the near future that may have impact?
Identify the key spokespeople for this issue and what key terms are being used by different groups. What messages relating to this issue are reaching different stakeholder groups, which messages are failing to reach them, and why?
Identify your target audience and participant communities There are generally several communities involved with an issue, and all of them can be considered stakeholders.
It is important to list all of your stakeholders, as you need to know everyone who has the power to influence your cause and help make a change. Knowing all the stakeholders will help you define your target audience and participant communities.
Types of stakeholders Allies — people and organizations who already support what you do. Adversaries — people who oppose the change you want to see. Neutral — people whose position or attitude is unclear or who have not become actively involved in this issue.
You should map your stakeholders using these three categories and have discussions about why you see them in this way. It is only after you understand where different audiences stand that you can prioritize them according to their influence and importance in terms of your objectives.
Some of them will be active participants and some passive. Identifying these two groups will help ensure that your media is effective.
For instance, if a media campaign is seeking to ensure ethical practices are adopted by mining industries, the mining industry and the government are likely to be the target audiences.
These are the people who have the power to make the changes you want to see. Communities affected by mining and national or international environmental advocates will likely be the participant communities. These are the people who will become involved by consuming and distributing your media and by taking action to support your cause.
The target audiences and the participant communities may overlap; for example, a media campaign that asks for behavioral change in men who commit, condone or ignore domestic violence might identify these men as both the target audience and the participant community.
Audience profiling After you have identified your target audience and participant communities, create a profile for each that includes details such as: Demographics— race, gender, ethnicity, age, education, religion.
Geography — local, national, international, remote, urban, rural. Attitudes — how do they perceive the issue, how proactive they are? What would it take to get them to take action?
Media habits — what media do they have access to, use and like? Culture — what is their cultural background, what languages do they speak or read?Sample Social Media Strategic Plan This plan includes th e tactical objectives t o be used to accomplish the pr imary social media goals identified by McNelley Media on behalf of [Company Name]/5(K).
Social Media Strategy Template (Word or Excel) you can use to quickly and easily document your entire strategy. Social Media Strategy Checklist to make sure your strategy is complete. Social Media Content Calendar.
Keep track of when your content is publishing and help your team work ahead. Creating a social media strategy takes time to research and write, but not all digital marketers have enough hours in the week..
Altering existing strategies can be difficult, too. The online landscape — be it platforms or audiences — continuously changes and forces the need to refine new tactics. Sample Social Media Strategic Plan This plan includes th e tactical objectives t o be used to accomplish the pr imary social media goals identified by McNelley Media on behalf of [Company Name]/5(K).
Social Media Strategy Template (Word or Excel) you can use to quickly and easily document your entire strategy. Social Media Strategy Checklist to make sure your strategy is complete.
Social Media Content Calendar. Nov 15, · How to Write a Communications Strategy. Describe the forms that your messages will take and how they will be disseminated, including details about mailings, social media platforms, Write a Requirements Document.
How to. Design a Server Room. How to. Write a Strategic Communications Plan%(82).