A simple way to add value to your audience segmentation efforts is to deliberately consider types of audience groups. While some audiences may be simply constructed as receivers of information, most often as communicators we impart a role to audience segments. For example, in an internal communications plan, we might identify Managers/Supervisors as an audience…
If you’re planning a retreat for your communications team (and if you’re not – why aren’t you?) here’s a suggestion for an easy, but powerful exercise to offer the group. The Value Proposition Worksheet is a simple tool that can be used in either a breakout or plenary format. The worksheet helps structure an exploration of…
Today marks the 200th post of the Results Map blog! Thank you to our subscribers, contributors and commentators who have supported us along the way. We aim to continue to provide relevant, practical and thought-provoking content on communications and change, and look forward to your feedback and comments. To mark our little celebration, here are…
A crisis can emerge at any time, leaving an organization unprepared and paralyzed by the fallout. These unforeseen internal and external events can easily drive an organization to assume a defensive stance and turn the most proactive business into a reactive entity as it moves to protect its employees and its reputation. In times of…
If a membership association asks its members if they are interested in discounts on goods and services, new publications or conference programs, it’s fair to assume that the impression left by the question – regardless of the answer – is that new benefits are being considered. If you ask your constituents about potential new initiatives,…
An important first step before embarking on an organizational transformation project is to assess the nature of the change. This diagnostic exercise is vital in providing the information required to determine the appropriate level of resourcing (time, budget, staff) to help ensure project success. Given the sobering reality that change research consistently finds that the…
The simple truth is that not all audiences are created equal. Some audiences have a vested interest, or “stake” in your organization. Each stakeholder relationship is unique in its form and substance. This relationship sets the stage for the stakeholder communication with that group. Designing deliberate stakeholder communication approaches that align with organizational objectives is…
Top-flight strategic communicators bring what I call ‘outside-in’ thinking to their organizations. That is, the ability and instinct to see how an issue, initiative or activity will play out among audiences and stakeholders. To bring outside-in thinking to your organization, become the advocate for your audience by using the following: Prime your insight by reading…
One of the most powerful shifts you can make to sharpen the focus and impact of your communications activities is in how you think about audiences. Traditionally, in a communications plan, you’ll see a list of audiences presented in a linear fashion. Very often, it looks like a massive laundry list of everyone we might…
Last week, we had the pleasure of working with an industry group in Calgary in delivering a Results Map workshop focused on defining priority audiences. The idea was to work through a deliberate process to gain consensus on a priority set of audiences, which would then become the centerpiece of a strategic communications plan. The…
