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  • Course 7b Communication Briefing

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    Alban F. Bakija
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    This document provides guidance on developing an effective city communication briefing. It discusses focusing the message around convergence, coherence and consistency. The briefing should specify the target groups, key messages for each, the required tone of voice, and choice of media channels. The goal is to strategically communicate the city's identity and storylines to tourists in a non-patronizing way through the media sources each target group uses directly. The last assignment is to write a briefing applying these guidelines.

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    This document provides guidance on developing an effective city communication briefing. It discusses focusing the message around convergence, coherence and consistency. The briefing should specify the target groups, key messages for each, the required tone of voice, and choice of media channels. The goal is to strategically communicate the city's identity and storylines to tourists in a non-patronizing way through the media sources each target group uses directly. The last assignment is to write a briefing applying these guidelines.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    5 views9 pages

    Course 7b Communication Briefing

    Uploaded by

    Alban F. Bakija
    This document provides guidance on developing an effective city communication briefing. It discusses focusing the message around convergence, coherence and consistency. The briefing should specify the target groups, key messages for each, the required tone of voice, and choice of media channels. The goal is to strategically communicate the city's identity and storylines to tourists in a non-patronizing way through the media sources each target group uses directly. The last assignment is to write a briefing applying these guidelines.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Course 7b: City communication

    About the briefing

    Dirk Noordman
    Universiteit van
    Maastricht
    2010
    BRIEFING CONCERNS
    • Message

    • Choice of tone

    • Choice of media

    – 2 Pages
    MESSAGE (1: HOW)

    • Convergence

    • Coherence

    • Consistency
    MESSAGE (2: Content)

    • identity elements as chosen are to be stressed

    • urban symbol articulated

    • story lines shown


    TONE of VOICE (1: INTRO)

    • Requirements for the city-slogan

    • To be derived from general message

    • Three requirements
    TONE of VOICE (2; TONE)

    • About the tone itself


    – Non patronizing
    – Not general
    – Not funny

    • The proper citymarketing tone towards


    tourists
    CHOICE of MEDIA (1: WHAT)

    What info-medium each target groups uses


    directly

    Geographical reach

    GPS features in use


    CHOICE of MEDIA (2: HOW)

    • Publicity and/or advertising

    • Selection criteria
    The last Assignment!

    • Write a briefing for the communication


    agency, which makes clear
    – The target group (or-s)
    – The message(s) to be sent to them
    – The tone of voice required
    – The channels and media to be used

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