Devising a communications plan
A Kellogg's case study

Page 5: Using the right medium

In order to convey any message effectively to a targeted audience, the most suitable medium and channel needs to be used. For example, if a company wants to promote products with a mass market appeal to a wide audience, it might use well-scripted television advertising. To advertise a job opportunity for a finance director of a company, a business might place an advertisement in the Financial Times (or other financial and business-related publications).

Kelloggs 17 Kelloggs Table 2

Take, for example, the message that ‘Kellogg’s supports breakfast clubs’. How should Kellogg’s communicate this message to children and parents? Kellogg’s approach was to use a multiplatform campaign. This is an approach which communicates over a range of media, rather than using just one, in order to reach many different audiences.

The various campaign communications involved a mixture of formal and informal communications. Formal communications are through approved channels and so might include, for example, a company policy document or a press release. Kellogg’s formal communications included the letters sent to MPs.

Kelloggs 17 Image 6In contrast, informal communication is more spontaneous and less structured, for example, a chat with colleagues over coffee. Informal communication can be very effective in a business as it has the advantage of being quicker and more direct. Kellogg’s face-to-face interactions at breakfast clubs and the briefing to mummy bloggers demonstrated a more informal approach to communication. The problem with informal communication is that it could result in rumours that can cause messages to be mistrusted or even convey inaccurate information.

Kellogg's | Devising a communications plan



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