Website. Email. Social. Search. Print. Events. The list of things an organisation could do grows faster than the time and budget available to do them. The answer is not to do a little of everything. It is to know which choice has a job to do and why.

A channel is not an objective.

“We need to do more social media” sounds like a plan, but it does not describe a change. More awareness? Better-qualified enquiries? Stronger relationships with existing customers? A clearer route to a service? Each outcome could require a different answer.

Starting with the channel makes the available tool the centre of the decision. Starting with the outcome makes the audience and their next useful action the centre of it.

Work backwards from the response.

First decide what you need to make happen. Then ask whose action, understanding or confidence must change. Only then is it useful to discuss where and how to reach them.

The right choice sits at the intersection of audience behaviour, the nature of the message, the response required and the organisation’s ability to deliver well.

  • What specifically should be different after this communication?
  • Who needs to notice, understand, believe or act?
  • Where is that person most receptive to this kind of message?
  • What can we make consistently and properly?
  • What evidence will show whether the choice worked?
We do not have a favourite channel. And neither should you.

Connected does not mean everywhere.

Integration is not repeating the same thing across every available channel. Each part should play a distinct role in one coherent journey. A physical piece can earn attention. Search can capture intent. A website can build understanding. Email can continue a useful conversation.

Sometimes one well-chosen channel is enough. Sometimes several need to work together. Discipline means giving each one a reason to be there and leaving out the rest.

Good channel planning is an act of subtraction. It replaces “what could we produce?” with “what is most likely to create the change we need?” The clever bit is rarely knowing how a channel works. It is knowing whether it belongs in the answer at all.

Find the useful route