CHANNELS AND ACTIONS

The means of communication

Introduction

Audiences have to be addressed through different channels. To be efficient, communication also has to be coordinated and monitored. Communication channels and actions enact the multiplier effect and reach target audiences with the key messages. Actions are both delivered on and offline in different ways and formats (written, visual and live).

Online and offline channels

To ensure the effectiveness of communication activities, it is important to use a combination of online and offline channels. The selected target group will determine both the channel and the key message of that specific action.

Online channels Website, social media (Facebook, Twitter, LinkedIn, Instagram), forums, content delivery platforms, etc

Offline channels Local media, printed media (posters, flyers, brochures, etc), press releases, presentations, events (meetings, conferences, workshops, etc)

Written, audiovisual and in-person actions

Written content We can distinguish between short and long written content depending on the selected channels to disseminate our communication. The most common type of short contents is copy text, mostly used for social media. Some appropriate formats to deliver long written content are website, press releases, blog post, interviews. Also, we can find newsletters, written length in between copy and large content.

Audiovisual content Digital content includes photos, videos, animations and podcasts... Being able to produce good media/visual content is a key in connecting with audiences. While it always helps to have a professional, you can still produce good content on your own.

In-person actions Events (conferences, festivals, meetings, workshops, etc) can be organized with communication purposes. Each type of event has a different aim. Whatever your event is, make sure to set a clear goal from the beginning and remind yourself of it throughout the planning process.