Description

This very practical training will allow you to structure and make your communication strategy coherent on different media (print, Web, events, TV, radio, etc.). You will learn to develop real synergies and generate added value by taking advantage of their respective specificities.

Who is this training for ?

For whom ?

Communication directors and managers, anyone involved in the implementation of a cross-media communication strategy.

Prerequisites

None.

Training objectives

Understand the specificities of cross-media communication Understand the complementarities between different media Design and implement an effective and relevant communication strategy with synergy between the media Measure the effectiveness of your cross-media communication actions and know how to optimize your strategy

Training program

• Understand the specificities of cross-media
  • Understand current communication challenges.
  • Identify new public behaviors and associated services: interactivity, nomadism, immediacy.
  • Draw an overview of the media print, online and offline and understand their specificities.
  • Identify the relevance of cross-media compared to transmedia.
  • Understand the role of the internet in cross-media platforms.
  • Collective reflection Brainstorming in a subgroup: questions to ask yourself when choosing your media.
• Define interactions and synergies between media
  • Understand audience issues.
  • Know the different profiles of your audience.
  • Analyze the habits and behaviors of audiences: socio-demographic, professional .
  • Highlight the elements of coherence between the company's sales and communication channels and services.
  • Know what interactions to develop between the different media.
  • Practical work Establish a map of audiences in relation to media uses.
• Design a cross-media strategy
  • Respect the key stages of developing a communication strategy, from the problem to the results.
  • Define your objectives.
  • Establish a system for their personas.
  • Practical work Define the axes of a cross-media strategy based on a given objective.
• Build the creative concept
  • Know how to adopt a differentiating positioning.
  • Move from visibility on the Web to relationships or even conversations with your audience.
  • Ensure editorial and graphic consistency communication actions.
  • Benchmarking and analysis of cross-media actions.
  • Case study Develop a cross-media action plan for a given problem.