Q: How do I maximize content across internal and external channels?

Posted by on Jun 2, 2016 in Communications, from Q to A | Comments Off on Q: How do I maximize content across internal and external channels?

Q: How do I maximize content across internal and external channels?

A: Great question. If you have stories to share, you want to leverage them wisely across all communications channels right?  Recently I had the opportunity to hear a representative from The Walt Disney Company talk about this very topic. As you can imagine, they communicate with quite a range of audiences, including the more than 50,000 employees (or cast members they are called). As a result, their communications department functions much like a news company or publisher would. For companies with less robust communications resources than Disney, I offer a few of my key takeaways I hope will help answer this question for you.

  • Give up on ‘spray and pray’ method of communications. Put another way, be deliberate.
  • Have an audience strategy.
  • Develop a content planning board to keep communications inclusive.
  • Train the communications team to develop content appropriate to each channel.
  • Train (or retrain) your audience to know where to go.
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