As a journalism student, basic training involved knowing how to “localize” a story for your readers so that they can connect global or national news with their own community or environment. As corporate communicators (especially on the B2C side), we can adapt the same thinking and leverage global news and events to show how our products or services relate.
The traditional strategic communication planning model isn’t necessarily outdated, it just needs a makeover. The social media environment requires all of us to think a bit differently before we take out that legal pad and start penciling in our communication plan. With the right questions answered, your planning process can be optimized to engage with today’s consumer in the voice they want to hear.