Steps In Developing Effective Communication In An Organization

Steps In Developing Effective Communication In An Organization

There are eight steps in developing effective communication, according to Philip Kotler and Kelvin K (2009). They include: identifying the target audience, determining the objectives, designing the communications, selecting the channels and establishing the budget, deciding on media mix, measurements and manage integrated marketing communication.

1) Identify the Target Audience

The process must start with a clear target audience in mind, potential buyers of the company’s products or the general public. The target audience is a critical influence on the communicators decision about what to say, how, when, where and to whom.

2) Determine the Communications Objectives

Marketers can set communication objectives at any level of the hierarchy – of – effects model. Rossiter and Percy identify four possible objectives as follows:

1. Category need: Establishing a product or service category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state.
2. Brand Awareness: Ability to identify the brand within the category in sufficient detail to make a purchase.
3. Brand Attitude: Evaluating the brand with respect to its perceived ability to meet a currently relevant need.
4. Brand Purchase intention: Self instructions to purchase the brand or to take purchase related action. Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product.

3) DESIGN THE COMMUNICATION: The communication to achieve the desired response will require solving three problems. What to say (message strategy) how to say it (Creative strategy, and who should say it) message source.

1. Message strategy: In determining message strategy management searches for appeal, themes or ideas that will tie into the brand positioning and help to establish point-of-parity or points-of-different sense of these may be related directly to product or service performance, where as others may related to move extrinsic considerations.
2. Creative strategy: Communication effectiveness depends on how a message is being expressed, as well as on the content of the message itself. If a communication is ineffective, it may mean the wrong message was used, or the right one was just poorly expressed.
3. Message source: Many communication do not use a source beyond the company itself. Others use know or unknown people. Message delivered by attractive or popular sources can achieve higher attention and recall, which is why advertisers often use celebrities as spokes people.

4) SELECT THE COMMUNICATION CHANNELS

Communication channels may be personal and non personal within each are many sub channels.

1. Personal Communications channel: Allows two or more persons communicate face to face. Person-to-audience, over the telephone or through e-mail. Instant messaging and independent sites to collect consumer reviews are another channel, are of growing important in recent years. Personal communications channels derive their effectiveness through individual presentation and feedback.
2. Non-personal communication channels: Non personal channels are communications directed to more than one person and include media, sales promotions, event and experience and public relations.