Question

Describe the tools and techniques required for planning communications and explain why each is important for effective communication management

Answer 1

There are three broad classification of tools and techniques for planning the communications:

1. Content creation tools: Content are the core to the communication and therefore it should be created as per the relevance of the market and the target audience. The tools of content creation are like story board, creative works, banners, product brochures, catalogue etc should be used for communicating the content.
2. Channel of communication: This set of tools are important for sending the content created for the communication. Advertising, Digital platforms like social media sites, Video streaming channels and website, PR tools can be used as selection of communication channels. The selection of the communication channel plays very critical role because it determines the impact and reach of the communication with the target segment.
3. Audience segmentation tools: The tools like customer segmentation, Customer classification helps in identifying the right customer who should be targeted for the communication.

In order to make the effective communication all these tools need to be integrated to get the augmented impact of communication and the objective of communication are met. Creating the balance between the content, channel and the audience is very important and all these dimensions should be related to each other and must be in equilibrium.