Defining objectives and identifying audiences is not enough: this strategy must be translated into precise, understandable messages tailored to each audience. The messages then become the link between the project and the people who will experience or support it.
Let’s see how to structure these messages and choose the media to broadcast them effectively.
Global messages communicate the project's vision and objectives across the organization to create a shared understanding. Specific messages are tailored to each target audience based on their needs, role, and level of involvement.
Consistency between global and specific messages, as well as repetition, are essential to establish buy-in and reinforce the clarity of communication.
Certain media are particularly effective for disseminating information and sharing the broad outlines of the project: newsletters, emails, intranet, website, displays or summary documents.
They allow all audiences to receive the same messages and have access to reliable information, at any time.
Other supports encourage participation and interaction: workshops, question-and-answer sessions, forums, surveys or collaborative tools.
They give audiences the opportunity to express themselves and actively contribute to the project.
For more details on collaborative tools and formats, see our dedicated page: Participatory communication tools and formats.
Project communication does not replace training, but it can be integrated into existing educational systems or use the same channels to facilitate adoption. Tutorials, practical guides, educational videos, training sessions and DAPs (Digital Adoption Platforms) can help strengthen understanding and use of new tools or processes.
By supporting training activities and communicating in a clear and accessible manner, communication contributes to the development of skills and the autonomy of audiences.
Messages and materials bring the communication strategy to life: they allow stakeholders to effectively relay, mobilize and gain support. The next step is to share a vision and give meaning, to transform messages into concrete and mobilizing actions on the ground.