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Section
3 — Developing Your Message
In
this handbook, you’ll find a guide to creating
a communications plan
and communications checklist
to ensure you’ve included all the core components
for your plan.
But before you begin planning the logistics of communication,
you’ll want to take some time to think about how
you want to develop your key messages with your targeted
audiences in mind. Here are some questions to consider
as you are crafting the communication itself.
Why
is this important?
Explain how this information benefits
or affects the audience, how it ties back to Ovations’
key internal and external messages, and how it relates
to our ability to achieve our business mission and objectives.
Employees in particular will want to know “what’s
in it for me?” and whether it passes the “so
what?” test.
How will your
audience react?
Think about the communication from your audience’s
point of view. Put yourself in their shoes and ask yourself:
-
What beliefs, needs, prejudices, tendencies, preconceptions
and misconceptions do they have that will affect how
they interpret your message?
- How
must you present your communication to be credible
with your audience and ensure your messages are heard?
-
How much background do they have about this communication?
What
other supporting information should you include to
ensure everyone has the same frame of reference?
- Does
your communication require action from your audience?
Do
they have the tools and information to complete that
action?
What
additional support will they need?
Be sure you’ve equipped employees with the information
to be communicators themselves, including talking points
and Q&As, channels for feedback and to submit questions,
detailed descriptions of new processes or procedures,
or anything else that will help employees understand,
ask about and act on the information you’ve provided.
What
comes next?
Based on the audience analysis you’ve completed,
plan ahead to anticipate questions and develop follow-up
communications to reinforce key messages, clarify the
information and provide opportunities for discussion,
participation and feedback.
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