External communication is now considered a non-negotiable when it comes to amplifying your business and wining a share of voice in the market. Show
As a result, publicity, advertising, and marketing activities are crucial to reach your customer, grow your business, and ultimately define your bottom line.  The art of external communication is all about telling a story – particularly one that is authentic to your brand and that resonates with your audience. In a two-part blog series, we’ve developed our key tips and tricks to help anyone become a communications expert and professional storyteller, so you can implement a strategy that will work best for your business. This blog identifies the first step in developing any communications plan – knowing exactly who your audience are and where they are located. Know who your audience isIt’s more than likely that you aren’t your target audience – and neither are men and women aged 18+. It’s easy to think your product and service is relevant to everyone, but in most instances, this isn’t the case. Identifying your target audience/s is pivotal on your path to successful communications. Consider the below when identifying your audience/s through a similar who, what, when, where, why and how framework:
From here, you can begin identifying the personas of your target market. You’ll likely have one key target market and one to three secondary markets. Notice how these markets vary and how their wants, needs and desires may change. Feel free to give them a name – we often give our client’s target personas a name. E.g. We’re targeting Abbie who is in her 20’s, lives in the inner-city, is single and likes to go out to a new restaurant at least once a week. Go micro with your personas to understand exactly how to build relationships with them. Know where your audience isYou’ve identified your audience, now you need to figure out how they can be reached through communications channels. There are three key channels below – Earned, Owned and Paid – with subcategories. Consider the communications channels you’re currently active in. Is this where your audience is consuming media? Use the below as a checklist and see where you could expand your reach. – Brand endorsements and mentions voluntarily given by others.
– the channels that you own and are in control of. It can be easy to forget about these outlets, however they are incredibly important as they directly represent your businesses. Be sure to nurture your owned media channels.
– third party channels with social or brand equity. Formats of advertising where you are able to control key messaging and imagery.
Through experience as an integrated agency, we know creating multiple touchpoints that complement each other raise awareness, help key messaging/ brand repetition, and have a stronger impact on your current or potential new customer. For optimal results, ensure you have a voice in a number of Earned, Owned and Paid media channels. Once you’ve defined exactly who your target audience is and considered where you can reach them, you’re a few steps closer to developing a strategy that will garner results within the right markets and places. Happy pitching! And, if you need a hand building an integrated approach to reach your audience – connect with our team of experts today, get in touch with our Communications Director, Laura Carlin via We’re not here to be loud, we’re here to be heard.There is literally nothing wrong with Comic SansThere is literally nothing wrong with Comic Sans The importance of typography in communication Comic Sans.It’s the font we all love to hate. But what if I told you Comic Sans was a well-designed and extensively thought-out typeface? See, for what it was originally designed for, Comic Sans is everything it’s supposed to be. It […] Read More What the IOS 15 update means for email marketersWhat the IOS 15 update means for email marketers As email marketers, one of our key campaign metrics is to track open rates. This lets us know our audience found the subject line engaging enough to open to find out more and suggests the messaging hit the mark. With the new IOS data privacy update […] Read More Tips for the Transition: From Inhouse to AgencyTips for the Transition: From Inhouse to Agency As communications professionals, deciding whether to hang on the inhouse or agency side of the fence is one of the most common decisions we face. For those of us who are a fence sitter or perhaps just like to try everything once, transitioning between the two can […] Read More
Internship ExperienceInternship Experience I am in my final semester of a Master of Digital Communications degree at QUT and over the past six weeks I have completed an internship with Sabio. I wanted to do an internship to cement the things I’ve learned over the course of my degree and to gain some practical knowledge and […] Read More How to maximise your success rate when engaging with the mediaHow to maximise your success rate when engaging with the media In our previous blog, you learned how to identify our audience and determine where they are consuming your content. Now you know who and where to find them, its time to capture the editor/ journalist/ producer’s attention. Earned media coverage involves brand endorsements and […] Read More Kick your external communication goals by defining your audienceKick your external communication goals by defining your audience External communication is now considered a non-negotiable when it comes to amplifying your business and wining a share of voice in the market. As a result, publicity, advertising, and marketing activities are crucial to reach your customer, grow your business, and ultimately define your bottom line. […] Read More Marketing powerhouse P4 Group and Ruby Communications rebrand as ‘Sabio’Marketing powerhouse P4 Group and Ruby Communications rebrand as ‘Sabio’ Renowned Integrated Communications Agencies Celebrate Growthby Hitting Refresh Today, integrated marketing and communications powerhouse, P4 Group and sister agency, Ruby Communications announce an agency rebrand, now officially debuting as ‘Sabio’. Today, integrated marketing and communications powerhouse, P4 Group and sister agency, Ruby Communications announce an […] Read More How will determine who is in the audience help the presentation planning process?How will determining who is in the audience help the presentation planning process? Analyzing the audience helps the presenter develop content. Which of the following is a question that you need to answer to successfully analyze your audience? Who are the key players and decision makers?
Which of the following is a complex process of encoding and decoding information and ideas and feelings?In its most basic form, communication is a complex process of encoding and decoding messages (information, ideas, and feelings).
Which of the following is a disciplined approach to analyzing and evaluating information to guide actions and decisions?Critical thinking is the intellectually disciplined process of actively and skillfully conceptualizing, applying, analyzing, synthesizing, and/or evaluating information gathered from, or generated by, observation, experience, reflection, reasoning, or communication, as a guide to belief and action.
Which would be the best way to persuade your boss to implement a flex time schedule in your office?Which would be the best way to persuade your boss to implement a flex-time schedule in your office? Provide research that shows that this arrangement is workable and often results in increased productivity. Concise communication is short and to the point, expressing ideas clearly in the fewest possible words.
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Which of the following identifies what you want your audience to do as a result of the communication
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