thThe following four analyses will provide the information needed for you to form the core of a communication strategy.

Recall that the overall purpose of strategy is to develop the best way to make people’s life better, and all strategies consist of three interlocking processes: identifying the problem, guidelines, and action steps.

The information used in the analyses below are acquired from published writing, interviews, focus groups, and surveys.

Problem Analysis

I like to start with a problem. I think of the problem as a bucket to hold the messages about products and services.

A review of recent literature on the problem and examination of existing techniques that deal with the problem. This formative research helps to understand the audience and how segments of that audience perceive the intervention benefits and costs, identify the most appropriate places to reach each segment, and determine the best promotional tactics for bringing about the desired change.

Make preliminary decisions about audience segments, behavioral recommendations, and the factors they may have to address to bring about change.

Context Analysis

Strategic communication seeks to alter environments by providing options outside the normal set for a person to choose. The more that messages are designed for particular contexts, the greater the impact.

Clearly describe the intended audience at the time that they will absorb the messages. Answer the following questions:

  • what are they doing?
  • who are they with?
  • where are they?
  • where are they going?
  • which stage of life are they in?

Channel Analysis

Identify the pathways through which messages, products, and services can be delivered. This includes electronic and print media to social networks and opinion leaders.

It is necessary to inventory all the places where a person encounters messages and these in turn become possible channels to use. Through exploring channels, you will not only know what channels the population is exposed to but what are most influential and important.

The more channels accessed, the greater the impact of the messages.

Network Analysis

From the previous analyses, you can begin to isolate the value of accessing audiences at the right time.

Partnerships developed from a mutual interest in helping to solve the problem have a good chance of succeeding if the partnership increases the number of available channels for messages within a targeted environment.

Partnerships can be between private voluntary organizations, religious organizations, commercial organizations, and various governmental organizations.


NNNNThe simplicity of the design of a website plays an important role in its success. The most important success factor for every website is its ability to offer substantive and qualitative content in the least complicated manner. These days, one finds several websites overflowing with unrelated advertisements and social media widgets, which can be really distracting to a visitor. It is generally advisable to keep your web page as neat as possible. This will surely help you keep the visitor hooked and cause less confusion in the visitor’s mind, allowing him/her to grasp the web content better.

The following steps will help designers to create websites which keep the clutter minimal and simplify the web design:

Visitors should be given enough space to read web content:

An upcoming trend among big internet players as well as other website owners, is to host as many number of links as possible on a single web page. The sole logic and idea behind this is to increase the probability of the number of visitors clicking on some paid advertisements. These advertisements ensures a regular revenue flow to these website owners. The clutter of website links all over the page can even prove to be annoying to a visitor. While it is important for the website owner to host links to ensure consistent revenue, they should be well designed and structured on the web page so as to enable the visitor to view web content without any obstruction from the links.

Effective web design to attract visitors:

If you are a small scale website owner and are looking to gain success, then the foremost thing you need to concentrate on is poaching the visitors of all the big websites in your or related field. Differentiating your website to cut the clutter, is the only way possible to achieve this. Therefore, If the top websites are offering a clustered web layout to their visitors (which they generally do), one can think of doing the opposite, by focusing more on the content and quality of your web page. A fresh and different look to your website is bound to attract more traffic.

Facilitating focused attention of the visitors:

While the traffic on big websites majorly comprises of those who may just be browsing through for random trivia or information, it is the small scale website owners who need to attract visitors who will stay loyal, so as to build long term consistent traffic. Hence, it is of utmost importance that web pages are so designed that visitors stay more focused on the content which you have to offer, rather than random social widgets and links. Hosting paid ads and links has no effect on the popularity of these websites. The only impact they seem to have is that they increase your short term revenue. However, what you need is consistent incoming traffic, which would ultimately bring you revenue.

Web Design to be based upon the purpose of the website:

The purpose of creation of your website is another point for consideration. The primary goal and purpose behind the website is the main inspiration behind the chief layout and web design. Within the first few minutes of visiting your website, the visitor should instantly get a feel of the nature and purpose behind your website and this would enable the visitor to understand the web content easily.