Know target groups
First learning unit "Strategic Communication": Who is my counterpart?
If I don't know who my target groups are and what they think about me, I'm likely to do the wrong communication. That's why I guided my students to this topic to start the case study.
I used a complex "force field analysis" as a model. The goal is to find all the target groups and assess how important they are to Communication. For a start, a lot of stuff with a lot of abstraction needed.
The "personas" analysis would probably have been simpler. Here, the focus is on a (fictitious) person who is considered to represent a group. What is this person's background, experience with me / the issue, what are this person's emotions / reservations towards me or my solution, all this is analyzed and defined in detail.
This allows you to understand and empathize with the stakeholders - before you can then tailor Communication well to them.
For a quick introduction to this tool and other good tools, I recommend the book "Toolbox Communicationsmanagement" by Ansgar Zerfaß and Sophia Charlotte Volk (2019).
#personas #training #concept #power sense