Post on 20-Jan-2016
Taking control of the organisation’s target groups
Christine Uhrlander Lindbom
Getting increasingly aware of the problem
A new blog maybe?
User
(needs)
Channels
Three goals:
- Where are needs not met
- Document/database
- Fixed target groups
Communication policy
Communication strategy
Communication policy
Communication strategy1. Government and parliament
2. Journalists
3. Public sector and organisations
4. EU and other int. organisations
5. General public
6. Teachers
7. Business
8. Students and researchers
9. Councils and boards
Channel strategy
Web concept
Work plan
Documentation system for Customer Service
Order and billing system
Same group,
different names
Some groups,
multiple roles
Not for the Communication Department… yet• The Parliament and the Government
in their roles as distributors of assignments
• Statistics Sweden's councils and boards
• Potential employees• Respondents
1. Intermediaries• Journalists• News agencies• Bloggers• Libraries• Politicians
2. The General public
3. Businesses and Organisations• Companies• Consultants• Organisations, like interest
organisations, lobbyists, unions
4. Public Administration• Government and ministries• Scientists/researchers• Government agencies• Regions and municipalities• State funded committés
5. Teachers and students• Students at higher- or university
level• Teachers at lower or higher level
schools
Target group
Target group Need
Target group Need Channel
Target group Need Channel Activity
Government and Ministries
Data to own data bases in specific formats
Custom made data bases
Personal relationship?
Analysis, in-depth comments
- Comission work- Experts
Product quality - Quality reports- ISO-certificate
Target group Need Channel Activity
Government and Ministries
Data to own data bases in specific formats
Custom made data bases
Personal relationship?
Analysis, in-depth comments
- Comission work- Experts
Blog?Conference?
Product quality - Quality reports- ISO-certificate
Target group Need Channel Activity
Government and Ministries
Data to own data bases in specific formats
Custom made data bases
Personal relationship?
Analysis, in-depth comments
- Comission work- Experts
Blog?Conference?
Product quality - Quality reports- ISO-certificate
Promote ISO-certificate?
Three goals:
- Where are needs not met
- Document/database
- Fixed target groups
Getting increasingly aware of the solution