Channels
Channels
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Channels
Your likelihood for success increases when you chose the right
channel to deliver your message. Consider how you want your
audience to receive and engage your communication.
 Earned media: Can you control how (or if) the story will be reported?
 Paid media: Will it have the resonance and influence you need to best
advance your goal?
 Owned media: The price tag might be more appealing, but will these
channels help you reach the decision makers you’ve identified as your key
audience?
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87%
Percentage of American adults who use
the internet.
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90%
Percentage of American adults who have a
cell phone. 58% have a smart phone.
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74%
Percentage of internet users
who use social networks.
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7th
The rank of annual reports as a source of
information by engaged Americans.
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““Every year our board asks us why we aren't in NYT or
WSJ. The answer to that is easy. We work on systems
change! There's nothing sexy about changing systems.
The story is in the work our grantees do.”
COMMUNICATION LEADER
Private Foundation
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“
“I care more about the content and strategy of
communication than the tools. I'm passionate about
seeing the communication field in philanthropy move
away from a fascination with the tools.”
COMMUNICATION LEADER
Private Foundation
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How do you choose
your communication
channels?
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What is your
social media
strategy?
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Channels
How do you control
your message in
different channels?
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