From the course: Creating a Communications Strategy

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Make your communications strategy resonate across channels

Make your communications strategy resonate across channels

From the course: Creating a Communications Strategy

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Make your communications strategy resonate across channels

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- Where you communicate your messages are just as important as what you say. Remember, to build an audience-centric communication strategy, not only do you need to understand what your audience wants and needs, but also where they choose to get their information and communicate with others. Make sure that as you work to understand each audience segment, you have a clear picture of their preferred channels of communication. But what are the various channels of communication and how do you build them into your strategy? One tried and true model for looking at communications channels is to divide them by owned, earned and social. Owned are all the channels your organization owns and has control over. This includes your website, emails, newsletters, brochures, and even advertising and marketing. The next part of the model is earned. These are the channels that include information about your organization because you've…

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