Now you want to work out the prerequisites for the channel promise for each channel, according to its rules and the specific recipient group. You do this for yourself first. This version is not yet intended for publication. It covers several aspects, including your own communication goal. The latter is always only implicitly part of the channel promise and is never formulated in it. However, it must be clear so that the channel addresses the recipients in the right way. Specifically, the following information is needed:
platform/medium
channel name
reference to overall communication
recipient/reference group
own communication goal
topic/content
form
intended recipient benefit
Short description in one sentence (according to the format specified on the respective platform)
Questions that are helpful in developing your own channel promise:
Which of our reference groups are particularly important bank data to us, which are less important? (Prioritization)
What are you specifically looking for on this channel?
What are the special rules/specific characteristics of this channel?
What benefits does this channel offer you (relative to the recipient group)?
What are the different aspects of this recipient benefit?
To what extent does what we communicate here contribute to our own corporate and communication goals?
Why would a typical recipient recommend this channel? What makes them subscribe/follow it permanently?
When someone asks us about the benefits of this channel, how do we briefly summarize the promise?