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Over the past few weeks I’ve been developing plans for a communication project, a media relations campaign. That’s prompted me to reflect again on the communication management process by which we transform communication ideas into operational activities. For me, the communication management process has four phases: conception (strategy); development (tactics); operations (execution); and review (evaluation). Coming out of the conception or strategy phase, I think it’s essential to have strategic clarity, which means a clear, focused objective (or objectives) that serves our ends, the ends of our audience, and allows for effective development and operations. For example when I first started publishing newsletters, I didn’t look or ask for strategic clarity from my clients. The result? Newsletters that faltered, sputtered, and eventually lapsed. Clients had wanted newsletters because they thought a newsletter would be a good idea. Communication is good, right? But, communication without a well-considered purpose is largely ineffective. Other clients, though, did know what they wanted, both for themselves and for their readers. They turned out to be good clients with lots of staying power. And they had staying power because they clearly knew why they were communicating, and had some sense of the results, even if those results couldn’t be measured. To get strategic clarity, we first need to step back and ask some important questions. What do we want for the time, money, and perhaps other resources we’re committing? What is the objective? Now, go one step further and articulate that objective in terms of reader response. Write down what they will do if you successfully communicate with them. Next, write down why they would do what you’re asking of them. It’s one thing to have objectives, and it’s quite another to serve readers’ objectives as well as your own. And, what’s the connection between your needs and the needs of the audience? Does this sound like a lot of work? Well, can be. But, ask yourself how much value you get if you rush off and do something without thinking it through. I’ve published two newsletters for my own company. The first went ahead quickly, with little strategic planning. Instead, I concerned myself with matters like color, typefaces, and so on. That was a mistake; the newsletter died after perhaps six or eight issues, and accomplished little. Before I started my second newsletter, I carefully worked through all the strategic issues. In fact, I started on the newsletter project in May and didn’t publish the first issue until September. Of course, I didn’t work at it full time, but still a lot of hours went into clarifying the strategy. And, it worked. More than five years later, I’m still publishing it, every week, and the newsletter still does the job it was developed to do. In summary, your communication project has a greater chance of success if you take time up front to identify and articulate your objectives, as well as the desired reader responses. Synergy Spanish. - How to turn 138 Spanish words into effective Spanish Communication. Restaurant Templates And Forms. - Restaurant management forms, restaurant software, business plan templates, marketing & promotions to help grow your profit.
To listen to the interview, click on this MP3 file link DISCUSSION: Interview Time Index (MM:SS) and Topic Eileen, you have a promising history of significant impact and contribution to society, the community, education, research and the ICT industry as an undergraduate. Thank you for sharing your experiences and insights with our audience. :00:43: :01:40: :02:20: :04:02: :05:27: :06:08: :07:34: :08:27: :09:09: :09:41: :10:54: :11:45: :12:11: :14:12: :14:45: :15:38: :16:12: :17:07: :20:21: :20:53: Eileen’s Profile:Eileen Chen is a junior studying within the College of Information Sciences and Technology at the Pennsylvania State University at University Park Main Campus. She is also in the Schreyer Honors College. She expects to earn a Bachelor of Science degree in May of 2013 with a major in the option of Integration and Application in Information Sciences and Technology and a minor in Supply Chain and Information Sciences and Technology. She received the David Suarez Memorial Scholarship (a remembrance from his colleagues at Deloitte Consulting/Deloitte & Touche), the Dipple Trustee Scholarship, the Raytheon IST Scholarship, and the Delta Gamma Lamp of Knowledge as well as achieved Deans List all semesters. Eileen worked as a teaching intern for an introductory Java course during the Fall 2011 semester and a computer lab consultant for Penn State ITS Lab Consulting. She recently joined Dr. Brian H. Cameron, the Executive Director for the Center of Enterprise Architecture in the College of Information Sciences and Technology and the founding president of the Federation for Enterprise Architecture Professional Organizations (FEAPO), as a research assistant. She is currently working with FEAPO and the Communications Committee. She also assisted Dr. Cameron in preparing for the Center for EA at Penn State Meeting, which she attended in October 2011. While learning about the innovative subject of enterprise architecture, she is also gathering research for her honors thesis. Learning in the classroom and work environment is important to Eileen, but she also values the knowledge she gains outside her coursework. She is passionate about giving back to the community, and her main focus is bettering the quality of life for children. She currently serves as a Technology Captain for the Penn State IFC/Panhellenic Dance Marathon, affectionately referred to as THON. As the largest student-run philanthropy, THON raised $9.56 million in 2011 benefitting the fight against pediatric cancer. Eileen also serves as Administrator and Website Chair for Bee House, a special interest organization with the sole purpose of fundraising for THON. Her sorority, Delta Gamma, in which she serves as the Director for Electronic Communications, also fundraises for THON and other philanthropies. In addition to THON, she has participated in the LeaderShape Institute, the General Electric Student Leadership Conference, Role of a Resident Assistant Course, the National Collegiate Honor Society, Be Engaged House (a leadership and service special living option), and intramural volleyball. Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 | 60 | 61 | 62 | 63 | 64 | 65 | 66 | 67 | 68 | 69 | 70 | 71 | 72 | 73 | 74 | 75 | 76 | 77 | 78 | 79 | 80 | 81 |
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