Conducting a communication channel analysis

When communicators plan campaigns, we often choose an integrated mix of communication vehicles for each message going to each key audience. Yet, these communication strategies may not match the patterns of communication preferred by your audience. Pattern analysis questions help you make the information channel choices that are most likely to be well received by your audiences for different types of messages.

Evaluating communication structures

So much of the research communicators do is focused on measuring the messages and channels we manage, how effective our employees and external stakeholders think they are, and the business outcomes of our communication. Yet, we also need to assess our own budgets, our staffing models, where we report—our infrastructure—to see how well they support our organization and the communication that needs to be accomplished.