Building Your Business: Creating a content strategy in eight steps | Mandy Sinclair | Skillshare

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Building Your Business: Creating a content strategy in eight steps

teacher avatar Mandy Sinclair, PR consultant, podcaster, entrepreneur

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

11 Lessons (43m)
    • 1. Introduction to Building Your Business: Creating a content strategy in eight steps

    • 2. Class project

    • 3. Reviewing business goals

    • 4. Understanding your ideal client

    • 5. Identifying primary audiences

    • 6. Identifying secondary audiences

    • 7. Identifying tertiary audiences

    • 8. Determining key messages and positioning

    • 9. Setting objectives

    • 10. Creating your messaging plan

    • 11. Recap of Building Your Business: Eight Steps to Building your Communications Strategy

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About This Class

As business owners, we sometimes think we want everyone to know about our brand or business. But communicating with everyone can be an overwhelming task. Mandy Sinclair is here to help you work through building your communications strategy to identify who you want to communicate with and create an on-message content strategy to build relationships and drive business growth.

Mandy Sinclair started her career in the education and scientific fields before moving to Morocco where she works as a public relations consultant and small-business owner. She has helped small- and medium-sized enterprises increase awareness and build relationships with key stakeholders that directly impact the bottom line. This includes search engine optimization, increasing reputation, creating a greater sense of belonging amongst staff, and handling journalist requests. Her clients have appeared in the Guardian, Conde Nast Traveller, The New York Times, BBC, CNN, The Independent, Vogue, GQ and more.

Mandy believes that every brand or business has a story to tell and she’s here to help you tell it!  

With her approachable and friendly style, Mandy is here to guide you through the steps needed to start preparing your content strategy. You’ll work through:

  • Reviewing business goals
  • Identifying key markets and audiences to target
  • Determining key messaging and positioning
  • Setting objectives
  • Creating your content plan

You do not need any prior communications training as this class is suitable for entrepreneurs and professionals in a range of sectors and industries with little communications background, content creators, and even communications professionals looking for a refresher.


Meet Your Teacher

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Mandy Sinclair

PR consultant, podcaster, entrepreneur


Hi, I'm Mandy. I'm a PR professional and travel consult at Mandy Sinclair PR and also the host of the podcast Why Morocco. I love to travel, write, create handbags and learn new creative skills that get me away from my computer. 

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1. Introduction to Building Your Business: Creating a content strategy in eight steps: Hi everyone. My name is Mandy Sinclair. I'm a trained public relations consultant, entrepreneur, the founder and managing director of a company called tasting Marrakech food and cultural tours based here in Marrakesh, Morocco. And the podcasts are behind why Morocco. In this class, we're going to learn how to identify the target audiences that you'd need want to speak with to help you reach your business goals. We're going to start by reviewing your business goals and your idea client so that we can work on identifying your target audiences. And so primary, secondary and tertiary, and positioning and your key messaging. This will eventually help you to form your tactics. Some people might call this their work plan, their content plan, their communications plan, and messaging plan, whatever you want to call it. It's basically when you get down and you do the work and you started sending those messages out, avid deployment and Public Relations and a degree in communications. And I have over ten years of experience working in education, science, corporate non-profit, and then working with small and medium-sized businesses. Really don't have to have any communications training to participate in this class because this class is really targeted at freelancers. Anybody from entry-level position to a senior management, the mission or a role with communications aspect included in their job description. But without any formal training. Or someone who's starting a business may not have a budget for a PR department. My passion really lies and helping the small and medium size businesses grow and develop these skills can be applied to any business sector, their general PR. And by the end of this class, we will have reviewed your goals really honed in on who your key audience as an Allee, determined your key messaging and set the objectives so that you can really start working through in your tactical plan that you would either use for your own personal use or you can present to your boss or client are related to like a friend, Lady. If you have any questions about your plan throughout, please feel free to get in touch. 2. Class project: At the end of this class, I want students to have an important element of their communications plan completed so that they're ready to start writing the tactical portion of what it is that they want to communicate. So we're going to start by reviewing business goals, as well as really honing in on who the ideal, the target market, target client forever you might want to call it. And then we're going to work through who the primary, secondary, and tertiary audiences are in relation to your overall goals. Will then note down the key messaging and the positioning statements. And finally, we're going to get into writing down the objectives. This will all help you to create your tactical plan, which is basically some people might call it their work plan. Some people might call it there. Again, tactical plan with tactics, uh, but basically it's where, you know, down in the different social media channels, you're going to use press releases, press outreach, and the events that you may be doing, campaigns, that type of thing. And it always relates back to that, who the audiences are that you identify throughout this program. I chose this project because it's super important when you are creating a communications document. And it can be presented to senior management, your client, your boss. It can be company-wide, it can be specific to your department or your project. It can be as broad or as narrow as you want it to be. And I would suggest as we work through the course that you update each section as we make our way through will also give you some ideas based on some of the communication plans I've created. And, but also more and more specific in relation to the small business that I created called tasting Marrakesh. I am a PR consultants, so I'm happy. Work your way through if you have any questions or need clarification or anything, or just even want some feedback. You can always post those and can review your progress. So let's get started. 3. Reviewing business goals : Alright, so the first step in relation to the steps to creating your communications tactics is identifying goals. Is these may already be something that you've established and this might just be a review for you for. So let's just go over what goals aren't. They tend to be company-wide and they encompass each department. They're relevant to all audiences that you intend to speak to. They're used to measure the success of your efforts for a period of time. And so I like to think of business goals is overarching. They could be something like increased revenue, increase awareness, improve reputation, decrease environmental footprint would be another one for certain industries. And improve processes may also be something that isn't overarching goal that is applicable to all departments and can then apply to all audiences as well. And goals are also smart, so specific, measurable, attainable, realistic, and timely. When I create a communications plan, I like to create it for the year, but I do review it on a quarterly and monthly basis just to make sure that we're on track with where we want to be going and allow me to like pivot, divert as needed. One thing I will say though, is don't confuse business goals with objectives. Objectives are more specific outcomes and desires that you want to achieve from each specific audience. So, for example, when I was creating my company tasting Marrakech, that goals have changed since I launched back in 2015, but some of them were often within the first year. It was to create awareness about the product. And so that was one of my goals as we grew. It was to increase revenue and improved processes, reduce our environmental footprint. Those types of things that were biting me as I created my communications plan. So let's just wrap up. Goals are big picture, they're company-wide and they're not to be confused with objectives which are more specific and outcomes you want to achieve from your various audiences. So to get started with your project, I always like to use a notebook. Let's grab our notebooks or whatever you may be using. And we will note down our overarching goals and so that as we work through our plan, even if you've already established these, let's just write them down. If you haven't, let's just quickly note what it is that you want to achieve for your own business or for your clients. So we will come back to and reflect on as we make our way through and preparing our document. 4. Understanding your ideal client: All right, let's keep moving through our plan. And this time let's talk about audiences and bridle plant. So audiences range from primary, secondary, and tertiary, which we're going to look at more in-depth as we move through the class. Maybe influencers for your business and not necessarily social media sense, but rather in the sense that these are the, you know, you have your ideal client, but then you also have your audiences. People have influence over and access to your ideal client. So why it's important to distinguish them between primary, secondary and tertiary? Well, it will help you to become aware of their importance and ultimately determine how much attention you spend monk communicating with each audience. And potentially even the budget that you spend is we probably allocate more budget to your primary and secondary audiences as you would to tertiary audiences. And this, this will determine the message and the channel that you use to communicate with them. And then all's well, the delivery and tone of the message you will eventually create when you are thinking about your audiences as we worked through, I really want you to think big picture, this is really fine because you're really imagining who it is that you that could be potentially interested in your business or might have influence over your ideal clients decision in buying into your product or your cause or whatever it is that you may be promoting. But before we really hone in on who our audiences are, let's get really clear who our target client is. And to do so, let's think through like, who is your ideal client? Where do they live? What languages do they speak, and what do they value, and what media do they consume? What did they do for a living? What do they do in their free time? What are their spending habits? Consumption habits as well. Again, really try to note down as much detail as possible to really get clear on who it is so that as we're working through our audiences, you can think about who it is that would have influenced or who might be within their inner circle of people who could influence their decision. So for example, when I was creating tasting Marrakech, You know, I didn't necessarily have this information. I knew who I wanted my target market to be. So if starting out with a new brand and you don't know exactly who your target market is. Think about who it is that you want that to be. So envisioned, that ideal client that you have. What are they doing on their weekends? What are they doing in their free time? Where do they work? What do they do for professions? What are their spending habits? Where would you find them on a Tuesday morning? Who do they trust? Who's who's a trusted source for them? What did they wear? When they go out, when they go to work, when they're meeting friends, who are their friends? What magazines or newspapers are they picking up at the kiosk? Each day or each month? What do they draw eyes? Now the tasting Marrakesh has been in business for five years. I can really narrow down who it is that we want to speak to. So I know what they're interested in and what magazines they're reading. And why is this important? Because eventually as we make our way through the, the audiences were going to really be able to narrow down what journalists and publications we want to target. I know what their spending habits are and know what they value. They, you know, they're people who value authentic travel experiences. They tend to book through travel agents or book directly based on what they've read in the press. Let's grab our notebooks and we're going to work through exactly that list. And we'll meet again to start talking about primary audiences. 5. Identifying primary audiences: Alright, so now that we've identified our goals and we've really honed in on who our target client is. Let's start thinking about our primary audiences. So this is the target audience, and these are the people that you intend to communicate with. Its who you're messages are directed. They are the people you anticipate to buy your product, your support, your cause, your idea, they are likely to respond to your messaging directly. Primary audiences, for example, depending on the industry or the sector that you're working in. These could be clients, your partners or suppliers. It could be prospective clients, lobbyists who could lobby on behalf of your, your cause. But also it could be government officials. It could be your local government representative. It could be your partner, their hotel. It could be a booking agent and it could even be our staff. And what's important is that they are the intended recipient of your messages and communications. It's who you're method is directed up and they hold significant influence in decision-making. So as we start to think about who those primary audiences are in relation to our ideal client. Based on what we know about our ideal client and our business goals. Let's start thinking about who those primary audiences might be. So for example, when I was creating tasting Marrakech, going back to my goal, I know that I want to increase awareness of my product and you know, what, I want to increase revenue. And I know whom I came market is I identified various tourism professionals who I know were organizing events or travel for the clients that I wanted to reach. So I noted travel agents and even planners and lie because they have direct access to my ideal client. The ideal client is likely to book through a travel agent or they could be coming for an event and they want something special, they really wanted a unique experience. So if a travel agent is planning somebody's entire trick, I wanted to be on the radar because they could ultimately sell my product to their clients. As we worked through identifying our target audiences. What we also want to do is just to note down what we hope to achieve by adding them to our list through the adding travel agents to my audiences, what I wanted to achieve in the first year was to identify, create a list of who those travel agents were that were working in this width, a clientele that I had identified. So I'm not looking to speak to every travel agent. What I want to speak to is the travel agents who are working with an audience who values what I'm offering. So there's no point putting my energy into somebody who doesn't value bespoke experiences, private experiences, one on one. Somebody who doesn't even want to do a food tour, who's not interested in food at all. We don't need to target them. So it was to really get clear on who those travel agents were and then to start interacting with it yet because we're quite active on social media, a lot of travel agents are quite active. So that again, increases our awareness of tasting Marrakech by getting onto their social media radars for prospective guests. And I needed to create awareness again by communicating about tasting Marrakesh. So I needed to be really clear on who goes perspective guesswork. And then I was able to note that through perspective Gauss, I wanted to increase awareness of my product. Another audience that I noted, we're past guests. So why? Because past guests will go home once they've been some Marrakech and hopefully they're going to speak quite highly of their experience. And for friends who might be friends or family who may be planning a trip to Marrakech. They would then help us create awareness of the product, hopefully lead to new book aims, which again helps us to increase our bottom line right and develop relationships to increase reviews on websites and social media. In my primary audiences, I also noted journalists because again, when I think about my goals, journalists can help me to increase awareness. And if people know about my company and if they're booking, then I can increase revenue. Again, like the travel agents, I don't need to speak with every journalist. So when I identified that I wanted journalists as a primary audience, my aim was to again, identify rebel event traveled journalists or editors that are relevant to tasting Marrakech. So let's just recap. Primary audiences are the people you are speaking to directly. They are the intended recipient of your message. They are the people you anticipate to take action. So let's pull out your class project and we'll fill in the primary audiences you want to target and what goals you associate with each audience. So again, we're not looking to write down numbers and specifics. 6. Identifying secondary audiences: All right, welcome back. So moving right along, let's look at our secondary audiences as we build our plant. So this audience is not the intended recipient of your communication. But they may have a direct impact on your ideal clients decision-making process. They're not your target client, but they may have or are interested in your product or service. They may have potential to exert influence over your ideal client. Think of this audiences like if you were typing in email, the To field would be your primary audience and the cc would be the secondary audience. One thing to note when you are noting your audiences as one-year, you may note somebody has primary audience and the next year they may drop down to a secondary and vice versa. And this is completely normal. To give you an example. And I was creating the tasting Marrakech plan. I included general hotels and guest houses as a secondary audience. Why? Because they often have the concierge stuff that guess turned to when they arrive. They haven't booked anything yet and they decide that they want to do a food tour. The concierge would have impact on saying, well, we suggest tasting Marrakesh. So I noted that I wanted to work with hotels and guesthouses. And what I noted as my goal for them similar to as we did for the primary audiences, was that they needed to be aware of what the product was. Another audience that I know always on my plan was or the stuff my team, because they need to know what's coming on. They have a huge impact, the success of the business. And if people will, then want to spread awareness, word-of-mouth marketing, which helps us to increase awareness. We want it to be positive. I was once creating a communications plan to recruit students into a science program. So I knew that my primary audience where the science students, the prospective students, but who influences their decisions? Well, I narrowed it down and I thought high school teachers, because students, if they enjoy their high school science program and they want to know where to study science in university. They may ask their high school science teacher and the recommendation. Also guidance counselors, guidance counselors play an important role in helping students determine what post-secondary education option may be best for them. The other one that I noted were parents. Parents and guardians play a huge role in the decision-making process of where to go to university. So when there was identifying these audiences and what I wanted them to do, I wanted to just, first of all, again, I needed to create awareness about the programs. So I hope this has provided you with some ideas. Encourage you to again, to think big picture and who your secondary audiences are, what you want to achieve by adding them to your list. Worry about the channels like social media or noting events or anything like that. At this point, it's just literally writing the list of who it is and why they're on your list. So so for example, when I noted that I wanted to add the guest house owners and hotel staff to my secondary audiences. I wasn't noting exactly. The objectives are what can message I was going to communicate to them. I was again, like I've noted with the travel agents, I needed to identify what white guest houses and hotels I wanted to work with and then get myself on their radar to create awareness about our product, which hopefully they would start to sell or to ours, and therefore have a direct impact increasing revenue. So to recap, secondary audiences are not the intended recipient of your message. They're not the target client, but they may have an interest in your product or service. They may even have potential to exert influence over your ideal client or provide a third-party endorsement. So let's grab our notebooks and think about who the secondary audiences are. Who would we want to hear our message? Who could potentially share our message and help us reach our target or primary audiences. Remember, these are the audiences you are not communicating with directly in the way we are with our primary audiences, but they are still very important. 7. Identifying tertiary audiences: Welcome back. So moving along, let's talk about tertiary audiences. To shrink audiences are not the audiences that you're communicating with directly, but they've heard your message through other means as such as a newspaper, other media, social media channel. And that's how they found out about your business or Asa. So there are broader audience, they're external to your company and typically what you would achieve with his audiences, just general awareness and, and hopefully leave a positive impression. They may have a connection or lead to a potential client, in my experience, is creating the communications plan. When it comes to tertiary audience, there's fewer tertiary audiences on my list. So for example, with tasting Marrakesh, what I noted as the tertiary audiences for my company word the general America's community. So again, that's goes beyond the guest houses in the travel agents and the event planners I had originally noted in my primary and secondary audiences. But it included people like the restaurants are as professionals in the tourism industry that I maybe hadn't thought about, but we're still important. And so for example, there's one restaurant owner who I know, but she's not on my direct messaging or communications, but I do want her to know about my company because maybe she will recommend some clients and to come on one of our tours where the general tourism board, why? Because the tourism boards that are quite important in organizing journalists visits, the other audience and that I noted were general travel press. And this can also just be general press as well. So why we had a press hit in a great multi-page spread about Marrakech in a really glossy high-end or magazine. And within the first week, we were already booking. Clients could read about us magazine. So again, it's the people that you know that you want to be on their radar. But depending on what your organization is, think, think, think who, who is your greater community. And if you're operating in say, New York City, maybe it's the general New York City community. If you're operating a non-profit, maybe it's the general community surrounding your cause. It's just recap. So tertiary audiences are external to your company. They're a broader audience, but may have connection or lead to a potential ideal client. Typically, what you aim to achieve with his audiences, increase general knowledge, the product or service, and leave a positive impression. So let's fill in the last Audience section, the tertiary audiences who could potentially share your message or help you to reach your primary audience. Remember, you're not communicating with them directly. They're going to hear about your message through other channels or needs. And they can still play an important role. 8. Determining key messages and positioning: Alright, so now that we've identified our goals, we've really honed in on who our ideal client is, and we've now worked through and identified are primary, secondary, and tertiary audiences. It's time to start thinking about what the key messages will be when we start to communicate wet with those different recipients of our messages. So this is important to consider as you start to prepare your communications with your target audiences. Because these messages are what will underscore all of your communications and the message you'll be sending. This isn't where we're going to start filling in like the detailed messages like social media captions and press list are planning events. This is literally just the, the overall messaging that you want people to know about your company. The messages you'll know what will spend your primary, secondary, and tertiary audiences. I was creating, tasting Marrakech or steer, and keeping in mind that I wanted to create awareness. And I was reaching out to new audiences who had never heard of me. One of my key messages was simply, who are we, what do we do, what services do we offer, and what's included in the price that we're doing this at. So again, really feeds into the creating awareness about our product and really underlying a lot of our. And even still to this day, this message was an applicable to the current clients, prospective clients, travel agents, journalists. I mean, basically it covered every single audience that I wanted to speak to. But more specific key messages could be that it was a family-friendly activity. So that may not apply to every single audience that I noted, but it applied to certain. I also wanted people to know that it was in must-do experience in Marrakech. So again, not applied to journalists, travel agents, clients, the hotels and guest houses that could directly impacting the success of my business and help me attain the goal of increasing awareness and increasing revenue. I also wanted current clients when they were doing this, you are to know that this was a must-do to our numeric cash because they would then become past guests who would share their experiences with prospective guests through word of mouth, who would help us to increase awareness and hopefully increase revenue. And I needed this message also to resonate with the general Marrakech community so that they might get n-type butter tours to sell on their behalf. So to the content that I know that I had when I was creating my communications plan will often appear. Sometimes even word for word in things like our websites are pressed materials are social media messaging. In the printed materials I create, this is a really important step to nail down because it will really define what your tactics as we move forward. So those are some tourism specific examples. Let's say, for example, you're a cause. It may be that you just need to spell out exactly what your cause is and who the people are behind your cause, what you do. And if you are a larger business, again, it's always good to know within your key message is what it is that you do. What is your main activity? What are your y, what is your reason for being basically? And then from there you can start to expand upon those key messages and positioning statements. So for example, again, just going back to when I was tasked with creating a communications plan for recruiting students. You know, one of those could be that the University excels in health research or excels in nanotechnology or in gaming. This faculty put students first and they have a high student to professor ratio. You know, things like that that really make your business attractive to the client that you want to target. I was creating a communication plan ones for another client who was launching a guest house. So again, some of the key messaging that we wrote a guest experience and really define what the guest experience included because that's set her apart from other guest houses. The location was really important to identify because it was very unique setting, views of the Atlantic Ocean, but set in the mountains, a beautiful sunsets. The experience that people had, the intimate setting, but also the facilities were important as well, right. So we were not only identified who she was and her product. So hope that gives you some ideas. If you have any other questions about that, feel free to drop them in the discussion and I'm happy to answer them or we can all as a team kinda collaborate. So just to recap on what key messages are, they are general and may apply to all of the audiences or just a few that you've noted. So let's rubber notebooks and we're going to start noting down what our target messages are. So don't worry about writing down the audience. So just make a general list of the key messages and positions that you want to include. 9. Setting objectives: So this is one of my favorite parts of completing a communications plan and it is filling in the objectives. It's largely because I'm a bit of a list maniac and I love being able to measure what I've done versus the, what I've intended to do. This is where we get specific and we list our, each of our audiences. And underneath that we start writing down what we hope to achieve. So it can be either numbers or percentages, everything, all of our objectives should be specific, measurable, attainable, realistic, and timely. For example, if I'm creating a communications planning for tasting Marrakesh and I know that I want to create awareness. So when I think back to my audiences section, I noted that I wanted to identify who the relevant travel agents were to create awareness about tasting our cash. So underneath within the objectives section, what I'm going to do is note that I want to have say in the first year I wanted and contracts with 3D travel agents. When I was completing the communications plan for the science program, able to say, okay, I want to have X amount of new applicants and x percent of new enrollments. When it came to the guidance counselors and high school teachers, I noted that I wanted a 100% to say that they would recommend our program to their high school students. So if you're a small business, a small producer, and you identified on your planet to have boutique owners as one of your primary audiences. Underneath that, you might note how many boutique owners you want selling your product over the next year. Or if you've noted journalist, you might know exactly how many press hits you want to have. Note it either as like I want to have five press hits per month or it could be that you want to have an increased by 100% impressed coverage. For me, I know how much media coverage we can have based on the capacity. It may be that you don't need a lot of Prescott because you don't have the capacity should the demand then follow. But always remember to keep these realistic and attainable. So there's no point setting these goals if first of all, your business capacity to manage it. So if you're, if you've noted that you want to product to be in five different boutiques, that's great. But if you don't have the capacity to produce, then let's draw it back to what is realistic. Because at the end of the year you want to feel encouraged by your progress and not, you know, only only gotten one boutique rather than a 100. Maybe one boutique is all you have the capacity to do. And that is completely fair because you want them to be realistic and measurable. Let's say for example, you or your client as a yoga retreat center and identified yoga teachers as a primary audience, want them to organize retreats at your, how many yoga retreats do you have capacity for then this year? If you have capacities for say, 50 yoga retreats, well then note down 50 yoga retreats booked by yoga teachers. If you only have capacity for a twenty-five percent increase, no data twenty-five percent increase is say for example, you're a non-profit and you've noted your donors as a primary audience. You may either put, you want to achieve a million dollars in donations, or it could be that you want to see a 100% increase in, in donations over the previous year. So hope that's really good ideas as to what types of objectives and you can set for yourself. And let's just recap on objectives as this is quite important. So they are specific. They include typically like numbers or percentages, do what you can measure. And they are specific, measurable, attainable, realistic, and timely. So what I like to do to complete this section is a note all of the, again, keeping my goals in mind and my key messages, I'd like to divide it up between primary, secondary and tertiary audiences and note each of the audiences. And then from there go through and really fill in what I want to achieve by the end of the year with each audience. This should bring it to the end of your communications planning, at which point you would then start to create a tactical plans. Some people call this their content strategies, and people like my call this their work plan. Please let me know if you have any questions. But for now, let's grab our notebook and note down our objectives for what we hope to achieve by communicating with each audience. 10. Creating your messaging plan : So we have completed our projects and now it's time to discuss what to do with this knowledge that you've acquired. And this is where it's just one of my absolute favorite parts of writing the communications plan. This is the tactical bit. First of all, let's talk about what tactics are. So tactics are the things you're going to do. That could be the posts that you're posting to Instagram. That could be the events you're planning with your target audience. That could be the newsletter you plan to distribute, that could be the blog post you plan to publish, the press release, you plan to release the pitches. You might send the journalist visits that you could, the diplomatic visit, the on-site visits that you might have with your audiences. It could be a column that you or your bosses writing, a radio interview that you're giving, basically anything that you're doing to communicate about your business. I like to know all of these in the tactics plan so that I have one central place where all of the efforts are noted. And I do like to as I said, I like to divide that by month as part of my yearly plan, says, and then I create my communications plans for my clients typically per year. I just want to say as well that they can be per project, they can be per months, they can be, you know, for whatever time period you determine. That's totally fine. As a public relations consultant, I write the content plans for my clients in relation to the goals and targeted at the audiences we've identified through our consultations and within the plan, I then create the clients and sign off on what I'm creating the messaging or tactical plan or work plan, whatever you want to call it. I always keep in mind my objectives and make sure that my tactics are measurable, particularly because this is how I justify my fees at the end of the month when I'm sending the invoice to get started with creating your messaging plan, tactics, whatever it is that you want to call it. I always like to create a spreadsheet. And if each spreadsheet, as I said before, middle list person, i also love a spreadsheet. So to get started, I would suggest creating a spreadsheet with the following columns. So I always start with the date. So when the messenger will be distributed, you may also want to include the time based on your audience research and when they're most likely to see your message age at 10-year, your event, if that's part of your tactical plan or your newsletter. So after the dates, I would suggest creating a column for the channel. Again, what type is it an Instagram post? Is it a radio interview is an event that you're creating, is a newsletter that you're distributing. Again, really think through your channels which ones are going to be most impactful for reaching your audiences that you've described. And again, think big picture about what options are available to you. Instagram is not the only channel, neither as Facebook. What channel is when had the most impact to reach your target audience, but small niche publication or podcasts that targets your exact client or your audiences. Maybe more impactful than a national daily newspaper or a weekly magazine. And seek out those editors and journalists. If so, find out who they are, what's the, what stories are they looking for? And event created specific to your primary or secondary audiences could have more impact than attending a trade show with 5 thousand other presenters. Really honing in on what your channels are when you're developing this section. Because again, these channels may also have an impact on your budget. And then next to that, I list the audiences. So list out what audiences from your primary, secondary, and tertiary audiences you intend to reach or who will hear, see, or read your message. You may have several audiences noted, or you may have just a few depending on how targeted your message is. So for example, if I'm creating a post on Instagram for my company tasting Marrakech. I can note agents, prospective clients, current clients pass client's hotels and guest houses, the general Marrakech community, journalists and traveled press. So a range of primary, secondary and audiences that I've identified throughout my communications plan, and potentially through the Instagram posts all appear in my primary and secondary audiences feeds most likely. And others may hear about me from a contact who shares my post or finds it based on hashtag or location. So again, reaching that tertiary audience of general Marrakech community or if you've identified like general New York community or whatever city it is that you're operating in. This is where your tertiary audiences would come in as well. Next to that, I actually write out what the exact message is. I always like to create the exact messages I'm going to release so that the client is aware and can sign off on what needs to be communicated in the months to come. So that I just basically had the green light to go ahead and start distributing those messages. And always those messages should be written in the client's voice and tone and underscored by key messages and positioning noted in the key message section of the communications plan that we've just completed. Then the next column is very important for justifying and explaining why you've chosen to add this to your plan. The next section is the message communicated and positioning. And so this goes back to your key messaging and positioning. So a question of inputting within the field the messages or message that you have identified as your key message. So again, just to justify that you're staying on track with what it is that you said you were going to communicate. And there it is in black and white. And within the communications plan. Then we have the communications goal for this communications message. Remember, everything has to link back toward goals. So what overarching goal does this message feed into? Is it increased awareness? Is visit to create awareness of your product or brand? Is it to increase revenue? Is IT to improve internal communications, whatever you've noted within your overarching goals section, this would go in this part of the tactical plan. So just a few things to keep in mind when you're creating this section of your plan. Always keep your goals in mind and refer back to them as you are writing out your messages and determining what activities to undertake. Keep in mind timing. How often are you going to communicate how aggressive William messaging beef and your tactics as well? And have fun. This is where you get to really be creative. I love to write. I spent a lot of my days now writing. And this is where I get to just get into the voice of my client and just create messages and come up with new ideas, partnerships, sponsorships, All of that type of stuff goes within this tactical section. So feel free to reach out if you want any consultation on your communications tactical plan. I would love to hear from you and potentially discuss consulting or writing or just, you know, learning about your progress. So have fun and a drop me a message if you have any questions. 11. Recap of Building Your Business: Eight Steps to Building your Communications Strategy : Thank you so much for joining me. It's been so much fun. I love PR and I really hope that you too will also take some, some joy and pleasure and found it fun creating your communications plan. So if you have any questions about any of the topics we covered, please feel free to get in touch with where you submit your final plans. I've spent a recap a few key points from the classes. And if you've been filling in your audiences as we work through the lessons, please post your project to the project gallery. And so we can provide feedback. If you have any questions about what we cover, fleas, poster person speaks fashion so we can continue to work collaboratively. And if you want to stay in touch on social media, on Acme, India, Morocco. My website is mania and my business, let's say it is tasting dash, my podcasts, you can also find on Apple podcasts Spotify, a cast, Google Play, and that is why Morocco, handy Sinclair. So thank you so much. Good luck with writing your plans and I look forward to seeing what you come up with.