personal communication plan

Personal Communication Plan: Where do I begin?

The plan of personal communication or visibility plan is the latest stage of Personal Branding' Iceberg, which you will get us out of anonymity or enhance the printing and distribution of our brand. We could say that we are facing the roof construction house, which means that before the foundation will have consolidated (self-knowledge) and worked in the central structure (personal strategy). If not so, do not read, since lanzarte to communicate without knowing what to say to go is like a chicken without cabeza¹.

Personal Communication Plan, general scheme

personal communication plan / William Recolons / soymimarca

Infographics by Guillem Recolons / Shutterstock

Booting the personal communication plan: objective

Realize that I have written “objective” and not “objectives”. In personal branding the goal is one: to become recognized as… We do not need to rely on SMART objectives, own online communication area.

So as an exercise, I propose that you fill in the dotted lines:

Become a benchmark in .............................................................. in the zone ………………………. and specialty ..............................…. and basing my value proposition ...................................................………………………

Defining the target audience (target)

Do you remember when we were working business model? There, in the right column, we defined our customers. It is what Osterwalder, creator Business Model Canvas, llama “customer segments”. In other words, who you help with your value proposition.

Here we are trying to define who we headed, which segments are priority. It is detail that are already customers and that we wish they were (potential). As an exercise, writes 10 companies that you would like them to be your customers. That will help you create a plan to reach each.

Potential customers, it is key that once identified, the prospectemos. For this we use paper directories, trade magazines, online directories, Linkedin, Twitter…

prescribers, key partners, influencers…

Do you remember when we were working business model? There, in the left column, Hence we defined our key partners, people who can help us reach our customers, They know us. They can attest that are good at what our, They can advise us, open doors. We all know that is easier to reach a new customer through someone who “cold door”.

It is worth noting that the best Prescriber is a satisfied customer, so I would start here, definitely. La pregunta is Very sencilla:

Based on the experience we had working together, Do you know any company that you think I can add value?

Message and content, so you will remember

This chapter should already be prepared if you worked in personal strategy, the second working phase of the Iceberg. The message is determined by the value proposition and defining the brand territory.

Value proposal

To find your value proposition you can make you questions:

How do I add value to my customers / shareholders / bosses / ... patients.?
What problem solved?
What need can meet?
What if I win-win contract?
What I offer additional, different?

An example? “I can organize an event that will increase customer traffic and your sales”

Brand territory

On the other hand, the territory of personal brand is conceptually a competitive space where our personal brand has a number of opportunities. We define what place we occupy in the market, how we want to compete, and how we want to be associated. For example, What space does for you BMW? Technology, design or experience? Now ask yourself what space I occupy?

Defining the brand territory I advise reading this post Ivan Diaz (Branzai), which also it rests on the 12 Jungian archetypes to define a personal brand territory.

Construction Message

At this point, we can create a basic structure. Then the work is to adapt to different environments. A formula can be

Message = Name + Cargo + Company + Value proposal + Brand Territory

Hello, my name is ………………………….. soy ……………………… the company ................................. I .puedo get your business / ........................................................................ powerful brand.. and I base my working method …………………………………..

contents

Now it is creating a list of 5 main issues that we have authority. For example, If you are interiorista you can talk about previous analyzes, spaces, of lighting, Of furniture, from experience, of colors…

Most important, It is about creating a schedule and plan those contained in time and in the media. We discuss content in more detail in a monograph. The issue deserves. Recall that increasingly we will remember for what we create and share.

Media

Remember back when we were working business model? Yes, when we defined channels that we referred to, media. Those who already use (if successful) and what not but should. As a rule here everyone thinks of the Internet and social networks, But there is life outside the Internet, and remember that many deals are sealed with a handshake real hands.

We can not recommend the same means for everyone. A rock singer, for example, Linkedin can not bring you much a priori. Because, to find out what media choose depend on three factors:

  1. Which means your clients reach (affinity). It is the key point. If you decide to base your entire communication action in Instagram and your customers are senior lawyers, You will fail safely.
  2. available budget. Take off your head that media like blogs and social networks are free. Writing this post has taken me three hours, and time is money. If you have the budget you can use traditional offline media (write a book, appear in radio ads, press, TV, exterior…), PR agencies to appear in media (Editorial format). Or online media: banners, social networks, web, blog, social media campaigns…
  3. Domain medium. It would be absurd to try to manage a blog without authority to do so. So either descartas, o delegates o te form. And the same with social networks: Do not ever get into Twitter without reading a book, that there. And if you want to watch videos “talking bust” or to speak in public without having gone through a specialist as Alicia Ro, Terry Mclean, Carles Lombarte or Elena Tecchiati.

As this issue goes a long way in two case it will cover, one on top and one on offline media online media.

An important point is to define goals online communication S.M.A.R.T., remember, Specific (Specific), Measurable (medible), Achievable (Reachable), Result-oriented (Results-oriented) and Time-limited (Implementation deadline).

 

I hope I've encouraged to create your own plan. It is a very short article, but you have the basics to start. To delve into the issue you can read the book by Andrés Pérez Ortega You have the OIR or by Neus Arques Your visibility plan +40. And of course, If you need a mentor, features US.

¹Expression by Eva Collado

²Image: Shutterstock.com

 

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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