In this video, discover the required steps in a new communication workflow for your company.
- Does your company's communication workflow start when messages are handed down from executives in the board room? If so, that's not the right strategy to move your audience to action. Let me share a better communications approach. First, start by simply observing. Every community, whether physical or office has a culture. Scan online communities to observe how audiences behave, evaluate how people participate and answer questions about whatever subject they're talking about.
Your goal in this first step is to answer two questions. How does my audience interact and what are the community values? Second, perfect the art of listening. When you know what people care about you can develop messaging in content that's meaningful to them. Listening, just listening, takes out all the development guesswork. One way you can do this is add social media intelligence to your research to uncover key conversations. Selecting and tracking keywords in online communities, the words people use to search for your brand uncovers relevant information about what interests your audience, what they say about your company and how they feel about your industry.
Also, listen or track the conversations a little longer to know what they say about the competition. As you extend your listening over a period of time you start to notice certain groups have dynamic conversations, they run deeper on certain topics related to you, with really vocal participants. Your third step after observing and listening is to identify influencers. Target the channels and people who are influential. It's your job to clearly identify the communities and the people that need to engage with you.
Fourth, internalize, if you're not dissecting and analyzing the information you gather then you're not truly understanding what your audience needs After gathering detailed info online you can internalize what you've learned to develop more meaningful messages and materials to share. Fifth, it's time to row or share your knowledge with different departments in your company. PR people know a lot but they don't have all the answers. Other professionals have to speak directly to your audience, answering questions, concerns and weighing in on topics based on their expertise.
Sixth, you're ready to process. This means taking time to understand and digest the information before jumping in with your messages. When you process information it also means you have an opportunity to take feedback into consideration to make better products or enhance your services. Seventh, you can participate with meaning, good communication takes an open peer-to-peer approach. Participate with authenticity to build a relationship avoiding spamming messages or information that's irrelevant to your audience.
Eighth and finally get feedback, gathering this valuable information in real-time is the best way for you to improve your communications. These eight workflow steps pave the way to better communications, exciting audiences with storytelling and news that's relevant to them.
- Explain the value of developing an audience profile.
- Describe the SWOT model and how it can be used to identify threats.
- Name and summarize the 4Cs of developing effective messaging.
- Summarize how thinking like a journalist helps an organization build media relationships.
- Examine the importance of developing community before a crisis strikes.
- Differentiate between an issue and a crisis.
- Cite ways to stop the spread of fake news.
- Define “post-mortem” and describe its value for identifying lessons learned after a crisis.