A Guide For Information Planning
Posted on December 6, 2008 - Filed Under Business | Leave a Comment
Business owners need a guide for information when planning a practical strategic system or campaign.
This article provides a guide to developing an information plan within a strategic campaign.
Before planning information, business owners should know:
• The problem to be solved by the campaign,
• Background information on the problem for the business and the industry,
• The situation surrounding the problem,
• Goals, objectives and the target public for the strategic campaign.
With this information in mind, the first step in planning information is to determine what will interest the target public most. Then compose the key message and secondary messages that best deliver that information.
To determine self-interest appeals for the target public, a business owner must first know target public characteristics. Characteristics become evident by creating a segmentation matrix. (A link to instructions for creating a segmentation matrix is available in the author signature.) The most important target public characteristics determine the best appeals for messages.
The key message incorporates the best appeals to leave the lasting impression that the business owner wants to communicate to the target public. The key message should be stated in one concise sentence. Sometimes it can be shortened further to provide a theme for the campaign.
Secondary messages support the key message. Sometimes secondary messages are needed to guide public members to believe the key message. In this case, timing and sequential release of secondary messages gradually build support for the key message. Other times, secondary messages provide steps to, or develop parts of, the key message to encourage and train the public to take desired action.
Once messages are written, the next step determines the most appropriate channels to deliver the messages to the target public. In selecting appropriate channels consider the following:
• Use the media most closely identified with the public’s position.
• Use a communication source that enjoys high credibility for the public.
• Play down the differences between the communication and the public’s attitudes.
Once having determined the messages and channels to deliver information, a communication confirmation table further aids in strategic planning. This table:
• Checks that planning decisions are consistent with information about the target public,
• Checks the soundness of analysis and planning,
• Designates responsibilities and timing for messages,
• Confirms alignment of messages, strategies, and tactics with purpose and publics,
• Assures that relevant self-interest of the target public are included in messages,
• Assures that people with influence for the public are used appropriately,
• Assures that tactics are appropriate for the public,
• Reveals discrepancies in logic missed in the written plan.
Measurable objectives for each information activity enable evaluation and assure that each message supports the campaign goal. By including information activities in strategic plans, business owners focus messages to meet business goals and to assure business success.
Linda P. Morton
Author of Strategic Publications: Designing for Target Publics and Know 'Em Sell 'Em: How to Do Your Own Segmentation Without Technical Skills, Computer Software, or Statistics.
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