COMMUNICATION

FOR VARIOUS
PURPOSES
Steps to become an active communicator for a
variety of audiences
Communication for various purposes
◦ Communication planning is a simple process to help you reach your goal and sharing
your ideas. Your plan describes what you as an individual or an organization wants to
accomplish.
◦ Planning is a way to organize actions that will lead to the fulfillment of a goal.
◦ It is a road map of getting your message delivered to your audience.
◦ An action plan is a foundation on which to base decision-making, focusing on where
you are and where you want to be and what it is going to take to get there.
◦ It is a tool for discovering opportunities, optimizing challenges, and initiating change.
No plan is complete without an evaluation of its strengths and weaknesses.
◦ A communication plan addresses the purpose, audience, message, channels, method,
and evaluation
1. Identify the purpose of your
communication
◦ When commencing a communication plan, it is important to clarify your
objectives and activities.
◦ It involves a systematic collection of data, study findings, and other contextual
information to identify and understand the issues.
◦ Aside from that, it also analyzes the social, economic, political, legal,
technological and global components.
◦ This process can predict the future.
2. Establish your goals and objectives
◦ These objectives help the planner to visualize the goal to be achieved.
◦ Objectives quantify the benchmarks thus allowing measurable metrics of the
progress toward the goal.
◦ What results do you want to reach?
◦ What do you want to accomplish through this communication plan?
◦ Use SMART attributes
2. Establish your goals and objectives
Letter Definition Description
S Specific The goal of the communication of the information should be specific – very specific.
The more specific the goals and objectives, the better and easier it will be for them to
be accomplished no matter what method will be used.
M Measurable It should answer the question: How can the aim affect the target audience? Remember
the more meaningful your goal, the more it can hook the target audience.
A Achievable Your plan should be classified as short term or long term. You have to carefully choose
the sources that you will use in delivering the information to your audience.
R Relevant This goal/objective is to ensure that the presenter’s material is relevant to the audience.
T Time-bound The information that is to be delivered to the audience needs to have a measurable time
goal to change the behaviors of the target audience. Without making your goals time-
bound and measurable, you won’t see any progress.
2. Establish your goals and objectives
Letter Definition Description
E Evaluate The next step is to ensure that your goals are evaluated. Assessing the purposes will
help you to determine what went wrong and what went right in implementing the plan.
If you don’t evaluate, you can’t measure your success.
R Readjust After evaluating, you need to decide your plans strengths and weaknesses. It doesn’t
mean that you have to throw away the goals and start all over; it just means you try
other strategies to achieve your goals. Thus, when a reevaluation happens, there will be
more achievement of the goals.
3. Use content research and analysis in
communication
◦ In doing content research and analysis in preparing a communication, there are
different sources through which information is collected.
◦ Primary sources: interviews, email transactions, text messages, voice recordings
and video recordings.
◦ Secondary sources: newspapers, books, research articles, industrial and trade
publications, government publications.
◦ Broadcast media: radio, television, and the new media.
4. Prepare a PEST analysis
◦ Political factors include government regulations and legal issues which define
both formal and informal rules. These rules are consciously or unconsciously
followed by the intended audience. Here are tax policy, employment laws,
environmental regulations, and political stability.
◦ Economic factors affect the behavior of the audience specifically their
purchasing power. Through this, an effective communicator may be able to
determine the capability of the intended audience to accept innovations.
4. Prepare a PEST analysis
◦ Social factors include demographic and cultural aspects of the macro-
environment to the audience. These factors include the population growth
rate, age, and gender distribution.
◦ Technological Factor can reduce the communication barrier between the
sender and the receiver. The communicator should consider several factors
before deciding what methods he or she will choose to transfer the
information. This means that an active communicator is able to use the best
technology to reach a wide range of audience.
5. Target Audience
◦ Who is your audience? The communicator needs to know to who is the
receiver of the message. In addition to the target, primary, audience, the
presenter needs to be aware of others, secondary audience, who may be
affected by the presentation.
◦ Morever, he or she must identify which group exist at the community level and which
exist outside the community.
6. Key messages
◦ What is your message? A message is the number one thing you want your
audience to remember or do as a result of your presentation. Some experts call
it “the big idea,” the core of your presentation or the proposition.
◦ The following will help in the construction of key messages.
◦ What key messages do you want to communicate to each audience?
◦ How do you want them to respond to your messages?
7. Communication Strategy
◦ Communication strategy is implementing or working out the messages needed
to meet the set objectives.
◦ Factors to consider in creating and developing a communication strategy:
◦ Action Plan. These are the activities to be done in fulfilling the goals of the plan.
◦ Communication Channels. Determine what medium the communicator will use to convey the
message effectively.
◦ Resources/budget. These are the materials and money needed to implement the plan.
8. Evaluation
◦ Evaluate your communication efforts, and adjust your plan accordingly.
◦ Different types of measures can include:
◦ Activity/tactic measures are commonly known as outputs. These are produced by statistically assessing the
quantifiable goal objectives. This just capture what was done and do little to explain how well it worked with
target audiences.
◦ Output/outcome measures signal progress towards achieving the campaign goal. These are measures of effect and
demonstrate changes that happen as a result of campaigning efforts.
◦ Impact measures demonstrate what happens after the achievement of a campaign goal. They show the effects of a
campaign aim for the programs, systems, or people that it sought to improve.
Activity 6
◦Create a communication plan based on the steps
provided in this lesson. Provide the following details:
1. Research and analysis of current situation
2. Goal and objectives
3. Target audience
4. Key messages
5. Communication strategy
6. Evaluation
Activity 6
◦ Based on the communication plan created above, you group must
develop its own original plan for a public service announcement
(PSA) for an important social issues being addressed. Be sure to
consider carefully who you want to influence and how. Your message
should be directed to a specific audience, whom you hope, will react
to your message in the way you want.
◦ Mechanics:
◦ Video should run from 2-3 minutes only
◦ Should include images, music, voice-over, text/words, sound effects, etc.
Activity 6
Group 1 Group 2 Group 3 Group 4
Aquino, Ralden Arcangel, Ma. Rocel C. Baguion, Angelyn M. Bilagantol, Heinrich
Cantoneros, Philmar M. Dinamarca, Daniel Mark Faylona, Terrence John C. Garing, Brix Emmanuael
Guzman, Jeremiah Joaquin, Glenn Ivan Jugueta, Kurt Clein Mendoza Jr., Robert
Pangilinan, Zyrol M. Paronia, Ariel A. Piano, Clarito S. Ramos, Lance Levin J.
Rigby, Steffhone T. Roga, Kervin Rojas, Errol M. Sahagun, Andrei Nico
Salvador, Reniel T. Santos, Stefan Hyco R. Selino, Gabrielle Gilbert Simon, Christopher B.
Trinidad, Mikaella Joy G.
Activity 6
◦ Submission of the communication plan is on September 14, 8pm
only.
◦ Presentation of the PSA output is on September 15, 2:30 pm during
class session.
◦ Grading
◦ 20 points – Communication Plan
◦ 20 points – PSA
◦ 20 points – Team work