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"Communications is a Trojan horse for strategy." So
said Holly Minch, of LightBox
Collaborative, in her CompassPoint
Nonprofit Day presentation called Your Next (Best) Communications Game Plan.
GAME in this case is an acronym for Goals, Audience, Message, Engagement. And I thought it was a useful tool for thinking about any communications plan:
whether it is building a website, developing an email campaign, exploring social
media, or working in traditional media.
First, you must be able to clearly articulate what you're
trying to achieve.
Minch says communications should be narrowly targeted because "there is no such thing as the general public." In
fact, there's so much information out there, that most people are in the
business of weeding it out. Anything that isn't directly tailored to us will
just be tuned out. "If you try to message to everyone, you will reach no
Minch also offered several succinct "truths" about
How are you going to get your message out? How are you going
to engage your audience in a conversation around your message, in support of
your goal? A few interesting tips Minch offered were:
Now go forth and get your game on: clearly state your goal, understand your audience,
know how to fine-tune your message, and figure out the best tactics for
Photo: Matthias Ostmar
by Ariel Gilbert-Knight, Director, Content, TechSoup
This work is published under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License.