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About Us > Strategic Communications Methodology
The Exoro Group employs a comprehensive and sophisticated strategic communications methodology. In collaboration with key client representatives, we…
- Identify active and latent audiences that are relevant to our client’s undertaking, and prioritize them according to their relevance;
- Understand how each could contribute to our client’s success or failure;
- Find out through reliable research what
relevant attitudes, opinions, values and emotions are in the heads and
hearts of each audience, for example:
- whether they know anything about you,
- what they think they know about you,
- how they categorize you (who do you get "lumped with") and what position do you hold relative to other members of your "category,"
- what attitudes and opinions they hold about you, your category, and the issue or area of life in which you are involved,
- what issues or circumstances could activate them for or against you,
- which of their deeply-held values you can connect with in order to make your undertaking relevant and important to their lives, and
- which emotions you can tap into to motivate them to take action to further your cause and which emotions would cause them to take action against you;
- Based on the foregoing information and analysis,
establish measurable objectives with each audience, for example,
- voting a certain way,
- making a donation,
- signing and returning a reply card,
- subscribing to an internet service, or
- merely having certain information or holding certain opinions;
- Create messages and follow-up systems to achieve the measurable objectives set for each audience;
- Identify the most effective and credible messengers (with their accompanying connotations) to deliver the message;
- Identify the most cost-effective channels for delivering the messages (earned media, paid media, targeted personal contacts, etc.);
- Execute;
- Measure and analyze results; and
- Modify for next round and repeat.
The amount of time, money and attention given to this process varies, depending on the circumstances of the assignment. Interest and attention given this process tends to increase in proportion to the client’s overall communications budget or the importance the client places on the outcome of the communications campaign.
For big-budget media campaigns the methodology is usually applied in a formal, disciplined and rigorous manner. Situations in which the audience is relatively small, homogenous and familiar to you typically require fewer resources. But even when you think you know your audience and its perceptions, subjecting your assumptions to the foregoing methodology can help you avoid surprises and mistakes and keep you from wasting your audience’s time and hurting your credibility with them. It can also help identify opportunities for you to be more relevant and important to them.
Learn more about The Exoro Group’s flexible approach to structuring client engagements.
