Let’s reflect: which channels should your organisation use?

Use the following prompts to help you reflect on which channels would best help your organisation grow its impact. Record your answers in a journal to reflect back on.

List all of the owned channels your organisation is using. Then, write a “D” next to the ones that are digital. *

Examples of digital: website, social media (Facebook, Instagram, LinkedIn, Twitter, TikTok), blog, podcast, email Examples of non-digital: mailed letters, handing out business cards

List all of the paid channels your organisation is using. Write a “D” next to the ones that are digital. *

Examples of digital: social media ads, display ads, Google Ads Examples of non-digital: newspaper ads, billboard, sponsoring an event.

List any earned channels your organisation is using. Write a “D” next to the ones that are digital. Note: Earned opportunities often come and go, so list any that your organisation has experienced in the past or hopes to experience in the future. *

Examples of digital: others share your social media or blog posts, your organisation is talked about on a radio station or news channel (unsponsored) Examples of non-digital: local pastors recommend your organisation, your organisation is featured in a local newspaper or magazine (unsponsored)

Which of the following best describes your organisation’s primary communication goal:

Reaching more people within your target audience with your services
Creating more awareness of what your organisation does and generating more trust with your current audience

Using owned, earned, and paid media are useful for both of these goals, but your organisation may want to consider focusing more resources on owned channels if your goal is #2 and more resources on paid and earned channels if your goal is #1. *

Is your audience on social media? If so, which channels do you think they are most active on? *

Apart from your website, emails, and printed mail, identify the top 3 owned channels you think would most benefit your audience based on the information from the other activities. What are 3 paid channels you might use reach to your audience? *

Are there any channels you identified in questions 1 & 2 that you think your organisation may be able to eliminate from its strategy? *

Take a moment to reflect on how the different channels your organisation uses may be able to support one another. List any ways you might be able to improve the integration of your channels. *

Your answers are only visible to you.