CHANNELS AND TACTICS

With the explosion of communication channels, people are consuming content in a variety of forms across many devices. For marketers and agency partners, the challenge is how to select the channels and formats that will be most effective in engaging and motivating the audience to take the desired action, finding aperture moments to capture attention. Planning starts with the communication objective and translates that into channel strategies and tactics to meet the objective. In this class, you'll learn how to assess communication channels, including strengths and weaknesses and how they work together for best effect. You'll also be given the tools and frameworks necessary to create a communications channel plan, taking advantage of the paid, earned, and owned channel ecosystem. The class is designed for communication professionals who will contribute to and evaluate communication plans within their organization.