November 3, 2015
Building a communications plan without research is much like trying to shoot fish in a barrel: You know your target is there, you’re just not sure where to aim.
Research should be the foundation for every communications plan. Surveys, focus groups, online discussions, and interviews with key influencers provide the information required to set goals and objectives, develop key messages, identify target audiences, and create effective communications strategies and tactics.
Information must be gathered from every group that could impact perceptions about your schools, including students, staff, parents, businesses, the media, and the community. Each targeted group should be surveyed about perceptions and attitudes concerning the schools, effective communications vehicles, desired frequency of communication, and message effectiveness.