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.
