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.
This article was originally published in Strategic Communication Management, Volume 9, Issue 4: June/July 2005. Melcrum Publishing, London, UK (2005).