One of the most important first steps in any communications plan is the situation analysis – ie what is the current situation? What is client/customer/stakeholder behaviour, or belief, or thinking, that we wish to change? Why do they act, feel, or think that way? Who are these people? Etc etc.
Too often, however, these steps are barely touched on and we get a campaign that is full of enthusiasm for a perceived end result but is a complete waste of time as it is based on an incorrect precept. Take, for example, a Fire Service campaign to have working fire alarms in homes.
“Why risk your family for the sake of the price of a new battery”, or something along those lines, the slogan goes. But is there reliable research to show that it is the price of a battery which is the issue? Perhaps people just don’t have a ladder with which to reach this darn thing which apparently needs to be located way up on the ceiling! If one has no other use for a ladder then it’s more than the price of a battery that’s involved! Where would one keep a ladder if one lives in an apartment? If it turns out that this is the reason that people aren’t replacing their batteries the campaign has totally missed the mark by suggesting that people are allowing the $5 cost of a new battery stand in the way of their families’ safety.
The moral is – do your groundwork! Just like building a house – if it’s got solid foundations it’s got a much better chance of standing up!
Flat Tak Communications 