Um hier gleich mal dummen Kommentaren vorzubeugen: Dies ist kein Gastbeitrag vom Stoiber Edi, der ja schon sehr eloquent über die Kompetenz-Kompetenz parlierte. Nein, es geht darum, welche Strategien man anwenden kann, um eine Kommunikationsstrategie zu entwickeln.
Das klingt auf den ersten Blick ein bisschen doppelt gemoppelt, ist es aber nicht, denn vor jeder Strategie-Diskussion sollte die Frage stehen, in welchem Rahmen die Startegieentwicklung überhaupt stattfindet.
Ein paar gute Ansätze dazu liefert Lee Hopkins aus Australien. Er hat seine Lieblingsansätze zusammengefasst.
Forrester and POST
Forrester work on the principle of
P = People – where are they, what are they saying about you
O – Objectives – what are your objectives for your socmed initiative
S – Strategy – what are the various strategies you are going to bring to bear
T = Technology – what technological platforms will you use.
David Jones and MAIL
A personal fav of mine amongst the many different strategic planning methods out there, MAIL stands for:
M = Monitor – monitor the conversation going on about you
A = Analyse – is what is being said good or bad, who is saying it, why
I = Interact – contribute to the conversation where it is happening
L = Lead – set up your own platform/space and start leading the conversation by generating your own topics (i.e. proactive discussion rather than reactive communication)
Lee Hopkins and the 5 ‘W’ Questions
My personal favourite amongst ALL of the various methods out there, if only because it was created by someone who is suave, sophisticated, debonair, handsome, erudite, intelligent, modest…
Who: Who is the client seeking to communicate with? [This will be answered by referring to their business strategy]
Why: Why is communicating with these groups important? [This will be answered by referring to their business strategy]
When: When are those groups going to be communicated with? [This will be determined in large part by knowing the answer to the Who question]
Where: Where (what platforms) are those conversations going to take place? [This will be determined in large part by knowing the answer to the Who question]
What: What is the desired outcome of those communications? [This will be answered by referring to their business strategy]
und zu Guter Letzt der sog. FILGIAG-Ansatz:
Fuck it! Let’s give it a go
Und was ist Eure Strategie-Strategie?
Bild: CC-by: http://www.flickr.com/photos/pshan427/