Study Journal

I have commenced studying Digital Communication Strategy at RMIT University online. The learning method requires the regular response to questions, and reflection in the form of a journal. The purpose of this feed is to capture the exercises as I move through the course. It will probably be of little interest to anyone but me, but in this case the medium is the message.

Marcus Baumgart Marcus Baumgart

3.2.2 Adrian Cropley

  1. What are the key components of a communication strategy and why is each one important?

  2. What is the difference between aims and objectives?

  3. Why is it important to think of evaluation measures early on?

  1. Aims, followed by objectives (exactly what by when) and the steps to achieve this, in order to influence knowledge, attitudes and subsequently behaviour. All measured.

  2. Aims - horizon stuff. Objectives: quantifiable, measured, exactly what by when.

  3. If you cannot measure, you cannot evaluate. If you cannot evaluate, you cannot build competence or understand success/failure factors and improve outcomes.

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Marcus Baumgart Marcus Baumgart

3.2.1 Elements of Comms Strategy

  1. What are the components of a communication strategy?

  2. How do they differ from your needs analysis?

  3. Which components are the most important?

  1. Elements

  • a situation analysis

  • goals

  • objectives

  • messages

  • target publics

  • communication pathways

  • tools

  • implementation

  • evaluation

2. Identifying needs is answered by the comms strategy: the need gives rise to the response. This document is the response.

3. Everything is shaped by the situation analysis, which feeds the goals and then objectives. All flows from that.

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Marcus Baumgart Marcus Baumgart

3.1.4 Post-needs-analysis reflection

  1. Why was your needs analysis important?

  2. How will you build upon the research you’ve already conducted?

  3. Which elements of your needs analysis will you re-purpose? (If any.)

1 - the needs analysis identified deficiencies and opportunities in relation to communication. These are essential to understand if the business is to consolidate and expand.

2 - By answering the questions I raised at the end of the Market Research bit.

3 - The recommendations were ‘initial’ only and lacked specifics. I want to rework this and hone the focus.

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Marcus Baumgart Marcus Baumgart

3.1.3 Feedback loops

  1. How can you use knowledge of customer (i.e., your client) feedback with an internal organisational client (e.g., manager)?

  2. Why is it important to act upon the feedback received?

  3. Now that you have a good understanding of the communication strategy process, which feedback are you going to act upon?

1 - the needs analysis made me think differently about one of my client groups. I now need to communicate the insights gained to my business partner and management team. This will inform our re-purposing of the website.

2 - If you don't act on feedback, you do not address problems identified and nothing changes or improves. It’s not rocket science.

3 - I’m not sure about this. We need to speak to our clients more, and verify that the pressure points in their decision to engage us are what I think they are. I am interested in the buying experience, and how communication can support that.

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