Internet notebook about my work: deep listening to facilitate positive change


Saturday 30 May 2009

Are my communication objectives correct?

Communication objectives is the most frequentlty visited post of this blog. I may not have been clear enough. A reader writes: I am currently working on a highly important report for a charity organization which seeks to reach further donors in the US. I have identified the internal & external factors that affect the organization, the groups involved and now I am beginning to write the communication objectives. For example, internally the use of the communication tools between the offices is very weak and unfortunately the messages (incl. the mission, vision & values) are not transmitted clearly enough, which has quite an impact on the organization. Therefore, my communication objectives (internally for all 53 employees & board members within a 6 months period) are:
1. Increase the knowledge of what the organization stands for (mission, vision & values) as well as the importance of team spirit
2. Convey a feeling that their participation in communicating is important
3. Provide participation & communication possibilities that deliver visible results
Would you say that these objectives are 'correct'? Click for my answer on the matrix. Strategic communication focuses on change and is based on some further targetgroup research. That way we know what the audience already knows and what new knowledge we should add. Same for their current and dersired attitudes and practices. Once we have defined these changes, we know the communication objectives and it is easier to choose for each objective the right intervention or communication channel.

1 comment:

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