Organizational Resources > Communications

Communication Tools

The communication tools are not an “end,” they are the “means” to conveying a message to a target group.

by Diane Ell Communications Manager, SaskCulture

In this Section

The Communication Plan Determining Goals and Objectives Defining Key Messages Defining Target Audiences Project Management for Communications Areas of Communication Strategy Communication Tools Evaluation of Communications Communications Competencies Managing the Non-Profit Communications Function Anti-Spam Legislation

Have you ever heard “we should be on Facebook,” or “we need a more colourful brochure” from others in your workplace? Focusing on the communication tool itself is quite common. Yet, communication does not begin with the communication tool in mind — it begins with a plan. Most communicators will smile politely and say, “oh, that’s a wonderful idea,” while thinking about which part of the existing communication strategy, or particular objectives, could be best served by this communication tool. There are many different communication tools available — some are “shiny, bright stars,” such as social media, online advertising or viral videos, which all too often have organizations scrambling to add the latest trend to their communication mix.

It’s important to remember that not every communication tool will serve your organization. Through proper communication planning, which includes measurable objectives, you can determine the best communication tool, or tools, to do the job. The communication tools are not an “end,” they are the “means” to conveying a message to a target group — they are the link. The means, or channel, will help make the message more visual, and/or audible, to the target audience, in the most effective and efficient way possible.

There are so many options to choose from that communicators need to spend time examining their target groups and the messages they need to convey.

The choices of communicating fall into two areas:

MASS MEDIA TOOLS — Use a mass distribution method

Advertising
Branding
Direct or Bulk Mail Distribution
Media Relations
Publications
Presentations
Promotional Items
Social media
Web Sites

INTERPERSONAL TOOLS – Use a face-to-face method

Dialogues, face-to-face conversation
Email - direct
Conferences
Meetings/Consultations
Telephone
Tours
Trade Shows/Displays
Webinars
Workshops

SELECTING THE BEST TOOLS FOR YOUR PLAN

There are so many options to choose from that communicators need to spend time examining their target groups and the messages they need to convey. The choice of communication tools depends on your communication objectives, the characteristics of the target group, the message, the budget and your experience with the tools themselves.

OBJECTIVE: What is your specific, measurable, achievable, realistic and time-based step towards your overall communication goals?
TARGET GROUP?	HOW MANY IN GROUP?	MESSAGE TO BE CONVEYED?	TOOL OPTIONS?
Identify the target group(s) and key characteristics.	Interpersonal or Mass Media?	Is message as simple as a slogan, or a complex message?	What would work best?

After you have identified a few communication options that would work, you can then think about your total budget and timeline — both may limit your options in some ways. Televised advertising campaigns, although they may be effective, are costly and need time to create. Sometimes a media release will provide unpaid, timely publicity. For more control, you might use a newspaper advertisement to get people to your web site.

Any of your choices will be weighed against their success in reaching your communication objectives. It is important to learn more about the ways that different communication tools work, in order to maximize your efforts.