Communication planning is like sex: everybody talks about it, but only a few can do it good. This is my methodology, without cruft, straight to the point: 7 steps to follow to set up properly your communication.

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PLANNING COMMUNICATION
Piero ZILIO
zero cruft,
seven methodology steps

2. GOALS
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• Do you know them? Are they clear?
• Can you translate them into
communication goals?
• Are they reachable
and measurable?
A communication plan supports your organizational goals and objectives:

3. AUDIENCE
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• Did you locate them? Grouped?
• What distinguishes them?
• Are they linked to
a goal?
Each goal refers to a specific audience:

4. STRATEGIES
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• Segment(eg. differentiated, focused,...)
• Purpose(eg. persuasion, facilitation,...)
• Contact (eg. direct, mediated,...)
• Range (eg. wide, narrow,...)
• Style (eg. educational, mixed, ...)
Different goals and audiences require custom strategies according to:

5. CONTENTS
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• Have you defined your
semantic field?
• Did you schedule the
publishing plan?
Contents are (1) values and (2) information to be used in your message:

6. MEDIA
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Different goals, audiences, strategies and contents = different media:
• Link media to content
(eg. don’t talk about innovation with a phonogram)
• Think within a
media-mix

7. ACTIONS
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For each chosen media:
• Make a census of available
actions and tools
• Select consistent actions
and tools (according to.01,.02,.03,.04,.05)
• Schedule

8. EVALUATION
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• Define evaluation goals related
to communication ones
• Use qualitative marks
and quantitative ones
• Never stop monitoring
and adapting
Set up a flexible and modifiable communication plan:

9. DO NOT START
communication plan
PICKING UP MEDIA
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10. ALWAYS START
ANALYZING DATA
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communication plan

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pierozilio@pierozilio.eu
http://www.slideshare.net/pierozilio
http://www.linkedin.com/in/pierozilio
Piero ZILIO