The marketplace has often been described as a war zone, and your communications plan has to win the battle for the attention of audiences and most importantly, their buy-in. As the new year approaches, many brands and organizations would be in the midst of planning their next phase of communication. Broadly, we can see two strategies that are often used.
The “machine gun” strategy is where you fire a barrage of messages at your audience. Unfortunately, like the machine gun, the vast majority of them won’t hit the target where and how you need to. That’s a lot of bullets wasted.
On the other hand, the “sniper” strategy is where you fire a single message that has been carefully aligned to your audience. Like a sniper, it takes a longer time to plan the shot. However, it has a much higher success rate.
With the limited number of “bullets” (resources) we have, which communications strategy do you think has better chances to deliver better results? In my opinion, the sniper strategy may be a better option.
Here are six steps to help develop a great SNIPER communications strategy.
As you develop your communications plan for the year ahead, do consider the way of the sniper. Happy planning!
This article was first published in the Public Relations Global Network (PRGN) Blog.
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