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Taking Communications to the Next Level

Taking Communications to the Next Level. September 24, 2007. OR Après Kate, Le Deluge. More than you ever wanted to know about a couple things from the tool kit. Agenda. Research for the Rest of Us Communications Audits Brand Stewardship. Research for the Rest of Us.

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Taking Communications to the Next Level

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  1. Taking Communications to the Next Level September 24, 2007

  2. ORAprès Kate, Le Deluge More than you ever wanted to know about a couple things from the tool kit.

  3. Agenda • Research for the Rest of Us • Communications Audits • Brand Stewardship

  4. Research for the Rest of Us • Research can be expensive and complicated. • But you shouldn’t have to have a PhD to apply some basic tactics to your communications planning.

  5. Know What You Need • Objectives (business and research) • Hypotheses • Action standards • Predetermined feedback loop (Source: Brand Aid, Brad VanAuken)

  6. One-on-one Interviews • Members and Non-members • Ask about needs, desires, fears and concerns in running a business • Ask about what the Chamber does well • Ask who they think the competitive set includes

  7. Focus Groups • Rank information you gather in one-on-one interviews • React to communications materials • Rank the competitive set • Associate with other brands

  8. Qualitative Methods • Word association • Ranking • Mapping

  9. Statistical Surveys • Web-based alternatives to phone surveys: www.surveymonkey.com www.surveygizmo.com www.zoomerang.com www.surveyshare.com

  10. Your Own Website • 24/7 opportunity for interaction • “Real Time” feedback • Online community: • Directories • Bulletin boards, chat, blogs • Guest books, cave drawings • RSS • CRM

  11. The Audit • “A brand is…the product of a thousand small gestures.” -- Michael Eisner, Disney

  12. Communications Audits • “A strategic communications audit is a systematic assessment, either formal or informal, of an organization’s capacity for, or performance of, essential communications practices.” (SOURCE: Strategic Communications Audits, Julia Coffman, 2004)

  13. Audit Components • Organizational Review • Materials Review • Audience Assessments

  14. Organizational Review • One-on-one interviews • “Appreciative Inquiry” methodology • Roles and responsibilities • Looking for gaps • Efficiency

  15. Materials Review • The brand promise as litmus test • Key messages • Tone and personality • Duplication, overlap, gaps, opportunities • Effectiveness

  16. Audience Surveys • Time-specific incident surveys • Group observation • Written surveys • Delphi Technique

  17. Communications Audit Matrix • Strategy – what we set out to do and why • Implementation – delivery mechanisms • Integration – messaging and overall “lift” (SOURCE: Strategic Communications Audits, Julia Coffman, 2004)

  18. Brand Stewardship • “Effective communication is 20 percent what you know and 80 percent how you feel about what you know.” -- Jim Rohn, author and motivational speaker

  19. Brand Stewardship • Who is your brand leader? • Do you have written standards? • How often do you train board and staff? • How formal is your assessment and feedback process? • How careful/strategic are you with associations?

  20. Final Thought “The single biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw

  21. Consensus, LLC is a facilitation and communications consultancy headquartered in Phoenix, Arizona. For more information, contact Dale Erquiaga at (602) 705-3532 or by email at dale@getconsensus.com.

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