Communication Planning vs. Media Planning

Before reading this chapter, I will admit that I thought communications planning and media planning weren’t all that different. However, I was completely wrong. According to Young (2010) “Media planning is focused on reaching as many of the right audience in the right place at the right time and at the right cost as possible, whereas communications planning is less about reaching people than influencing them.” 1 As more social media applications and platforms grow in popularity, influence is a major desire for companies and people. Knowing how you are influencing people has become such a major strategy that platforms have come out solely to measure influence, such as Klout. I have to say that when I plugged in all of my information and saw what my own Klout score was, seeing the impact of my influence was incredible. It was enough to really make me think of what I was doing to see how I could influence the people who follow, like, or friend me even more. I find it very interesting that across all platforms, people may or may not choose to follow a brand. For instance, I have a lot of followers on Pinterest, but not nearly as many on Instagram. This shows that some platforms may showcase my personality and ingenuity better than others. Just because people find me interesting in one aspect, they might not find me interesting at all in another. This holds true for brands and companies as well. Just because I have liked Old Navy on Facebook, does not mean I am interested in seeing what they are doing on Twitter. Influence is a concept that shows how much companies have to prove their brand management across various borders.

Thinking of how to apply the concept of influence to various channels, I took a look at the readings and video and would like to focus on how the tone, purpose, language, and persona can enhance a brand no matter what platform is used.2  By ensuring that what a company or person puts out into the world maintains the same branding as what they do in print and other communication appeals, I believe this is a good way to handle branding and create a communications strategy. For instance, I would like to expand my business in social media, so not only do I strive to show my personality through all of my social media interaction, but I also like to try and help others with ideas when possible. I created a Pinterest board solely about social media which has already helped me get new followers and new people interacting with me. This is a strategy that I am using to help my brand. Whether it will work or not, I will see in the long run. Right now my main focus is creating a brand that I feel best represents me. I think companies need to do the same thing when it comes to their own brand strategies and they need to figure out ways to be on many social media platforms in different ways that represent their own branding strategy.

1 – Young, Antony. “A Shift From Media Planning to Communications Planning.” Brand Media Strategy: Integrated Communications Planning in the Digital Era. New York: Palgrave Macmillan, 2010. 74. Print.

2 – Schwab, Stephanie. “Finding Your Brand Voice.” Social Media Explorer Finding Your Brand Voice Comments. N.p., 31 Mar. 2011. Web. 05 Sept. 2013. <;.

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