The 3 step media plan that should be at the heart of all business communications

Planning media is not as hard as as it sounds, so long as we think about it in human terms. So here’s my 3 step media planning process:

1. Who do I want to talk to and why?
2. Where can I find them?
3. What do I want to say?

If these questions are hard to answer, then we probably need to re-think what we are trying to sell. If these people don’t want to hear from us, then we need to re-think what we are trying to sell. The honest assessment of this process tells us a lot about our current plans chance of success.