Choose for the reader, not by habit
Start with what the audience needs to know or do. Then choose the channel that makes that action easy to find. A short announcement can create awareness; a guide can explain a process; a manager toolkit can support a team conversation.
For each planned item, record the primary audience, the channel, the owner role, and any timing dependency. If a message needs more than one channel, give each version a distinct purpose.
Sample channel and audience fit
Example choices for the Learning in the Flow campaign; adapt channel availability to your own site.
| Details | Channel | Planning fit |
|---|---|---|
| Intranet announcement | All employees; awareness and a direct route to details | Use a concise lead, publish date, and one clear next step. |
| Manager toolkit | People leaders; supports a team discussion | Provide a short prompt and reusable session information. |
| Intranet guide | Employees ready to register; answers how-to questions | Keep steps and source details together in one reference. |
| Follow-up story | Employees and people leaders; shares campaign learning | Use confirmed examples and make the next opportunity easy to locate. |
Audience briefs
A message works when each audience can recognize what matters to them.
All employees
Answer: What is available, when does the sample program run, and where can I review sessions?
- Lead with the practical benefit.
- Link to the session information.
- Keep the next action visible.
People leaders
Answer: What can I share with my team, and how can I make space for a conversation about learning?
- Provide a short discussion prompt.
- Use the same approved program details.
- Point to the employee-facing session information.
Employees considering a session
Answer: What are the session options, and what is the next step if one fits my needs?
- Put session details near the registration action.
- Explain any known prerequisites in the guide.
- Avoid implying a session is confirmed until its details are approved.