Summary
When choosing the right mix of channels to use for a communication campaign, practitioners should take into account the preferences of their audience, not just the most convenient combination for management. Pattern analysis questions help make the information channel choices that are most likely to be well received by audiences for different types of messages. Choosing the right subjects for the pattern analysis is crucial. Start with a list of subjects that are critically important to the success of the organization and the audience. Be sure to include bottom-line-related subjects and some of the subjects the audience says they want to know about.
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Extract
Conducting a Comms Channel Analysis
When communicators plan campaigns, we often choose an integrated mix of communication vehicles for each message going to each key audience. Yet these c...
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