Communication Persona
- Define target groups and reference groups based on behavior
- Determine the reachability and influenceability of the persona
- Practical canvas specifically for strategic communication
- Free download (also available without registration)
A persona for strategic communication
Understanding target groups as precisely as possible is essential in corporate communication. The concept of the so-called buyer persona has become established in marketing and business model development.
However, in order to make this concept usable for strategic communication, we need to expand it significantly. The Communication Persona is a tool developed specifically for this purpose.
The Communication Persona
Define your Communication Persona with the following eight topics or questions:
Target group persona
Hard facts (optional)
- (B2C): gender, education, income, family status
- (B2B): job position, influence in the company, qualifications
Values
- What core values does the persona base their life on?
- What action maxims does she derive from them?
Tasks
- What tasks does the persona have to perform that could be supported by the sender’s products, services or communication?
Obstacles
- What prevents the persona from completing their tasks?
- What does the persona want to avoid?
- What is the persona worried about?
Goals
- What does the persona want to achieve with their tasks?
- What (economic, social, emotional) effects does the persona hope to achieve by completing their tasks?
Relationship between sender and target group
Reachability
- Why is the target group reachable at all?
- How easy is it to reach the target group?
- How far away is the target group?
Openness
- Why is the target group willing to receive communication measures at all?
- How much or how often is the target group willing to receive communication measures?
Influence
- Why can communication influence the behavior of the target group at all?
- How much can communication impact the target group’s behavior?
The most important questions and answers about the tool
The tool as part of the Communication Canvas
A good definition of target groups is an essential part of the strategic orientation of communication. This is why the Communication Persona is a perfect tool for working with the Communication Canvas. The target and reference groups developed with the Communication Persona can then be used in the canvas to link them to the other four aspects of a communication strategy.
Download the Communication Persona
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To thank you, I’ll provide you with the Communication Persona as a practical canvas. You can download it as a printable PDF in A2 format after signing up!
