MODULE 4 – Build your format around your audience and not your needs

OBJECTIVE:

Start to identify how to share the stories you’ve identified

WHO THIS IS FOR:

Lead by communicators, with input from story consultants

TIMELINE:

While working with story consultants and before final engagement of story tasks

Here’s where most communicators start the process. We find the exercise of deciding what platform and media to use when telling the stories more useful midway through the process than to kick it off.

This module is where you start to decide where is the best place and way to feature your story.

Are you building the story for owned or earned media? Can you use the hyper-segmentation of the social platforms to target specific actor groups?

Build your format around your audience and not your needs

Your stories shouldn’t be governed by how an organization typically shares information, what is easiest to develop, nor what new toy or platform is all the rage these days. The format of the story should follow the form and the needs of the actors. We have amazing tools at our disposal to get the right information in front of the right people. Your strategy should be less “let’s post to Facebook” and more “how might we target this active community that is best reached in this Facebook group/identity.”

PREV Bonus: Six Stories for Everyone

NEXT Start to identify your actors’ habits and design to that