Imagine You’re Not You.
Jul 20, 2010 Consulting, Digital, Employee Engagement, Employer Branding, Internal Communications, Millennials, Recruitment, Research, Social Media/Social Recruiting, Strategy
How did you get here?
Maybe you followed a link from a tweet. Or someone sent you the link via e-mail. Or you subscribe to the RSS feed of this blog.
The point is, in our multi-linked world people arrive at the same destination via very different paths. So when you design communications one of the first considerations must be to understand those paths and make sure your communications strategy takes each of them into account.
This is the philosophy behind the use of “personas” in communications design. Personas (or “personae” if you had Latin beaten into you by the Jesuits as I did) have been used in marketing research for roughly twenty years, mostly by packaged goods makers. Each persona is an amalgam of a set of prospective customers for the product under consideration; a product may have from a handful to a couple of dozen personas depending on the complexity and variety of the potential audience.