Comments on: Elements of a good online communications plan

By: Dustin

Dustin — Thu, 16 Oct 2008 10:17:51 +0000

Although the list is great, it is missing the fact that communication planning requires a great idea or strategy – and by this I mean the big picture plan, what is the journey we want to create and how will channels engage audiences and work together to achieve this. Another key point is envisioning what will happen beyond today’s communication activity. Although you may argue this is inferred through the rest of the steps and strategy most of the time is naval gazing – but big picture thinking is essential, even on a channel and messaging level.

By: Andrew Wong

Andrew Wong — Thu, 26 Jul 2007 06:45:00 +0000

Audience segmentation can be very effectively based around a combination of basic demographics (income, education, age, children, etc), and values (whatever strongly motivates people, or elicits a feeling response). In Australia data has been collected from tens of thousands of people and turned into a segmentation system by Roy Morgan International. You can view their classification at: http://www.roymorgan.com/products/values-segments/
Possibly there’s a similar system in the US and other countries?

Each segment has a pretty concise set of values and beliefs (world view or mental model) associated with it, and targeting your messages around these has a huge impact on response. For example, the “Traditional Family Life” segment is largely focused on children, and providing a safe and secure environment and future for them. So messages framed in terms that elicit “vulnerable”, “precious”, “security”, “safety”, “protection”, “future” and “stability” would all work very well.

A message about protecting an endangered species, which is targeted at a “Traditional Family Life” audience, might run: “This species is precious and vulnerable. It deserves a safe and secure future just as we do. In protecting this animal and the environment it lives in, we can help give our children a positive future – a world that’s beautiful, sustainable and filled with life.”

By: lotusmedia 2.0 » Online communication tips

lotusmedia 2.0 » Online communication tips — Tue, 03 Oct 2006 20:19:05 +0000

[...] Also, I did not spend much time on it, but I do highly recommend Jon Stahl’s suggestions for online communication planning. Even if you don’t use all of it, some will probably be helpful to spur new thinking. [...]

By: lotusmedia 2.0 » So you wanna start an advocacy blog

lotusmedia 2.0 » So you wanna start an advocacy blog — Mon, 08 May 2006 19:07:21 +0000

[...] Here is a guide that can be helpful in developing a more specific strategy for your blog. [...]

By: Katrin Verclas

Katrin Verclas — Wed, 13 Oct 2004 20:00:30 +0000

Jon – uncanny that every time I need something you have already thought about it seconds before. This is great and ‘just in time.’ Thank you, as always.

By: Ruby Sinreich

Ruby Sinreich — Thu, 09 Sep 2004 23:58:08 +0000

Excellent ideas! Thank you, Jon!

(PS: Great to see you're using WordPress. I'm a convert as well.)

By: phil klein

phil klein — Fri, 03 Sep 2004 16:29:42 +0000

Here is a look at what some nonprofits said about communications strategies.

By: phil klein

phil klein — Thu, 02 Sep 2004 20:56:13 +0000

Here are Jillaine Smith's recommendations. The format is not ideal, but I think there are some good ideas there.

By: Dave Manelski

Dave Manelski — Thu, 02 Sep 2004 20:17:39 +0000

Jon, great list, indeed well thought out.

What I would add to the list in addition to desired outcomes, are measurable outcomes or metrics. I think this is vastly underrated and almost entirely overlooked by most NW environmental nonprofits. I am struggling with this now at our organization.

Dave