Which of the following steps directly follows ‘Determine key messages’?

The step that directly follows ‘Determine key messages’ is selecting communication channels. Once the key messages have been established, the next critical task is to identify the appropriate channels through which these messages will be communicated. This decision is crucial because different audiences consume information through various mediums—some may prefer emails, while others might respond better to social media or face-to-face communication. By aligning the communication channels with the preferences and behaviors of the target audience, the effectiveness of the message is maximized.

Selecting communication channels is essential for ensuring that the messages reach the intended audience effectively, fostering engagement, and encouraging response and action. The success of the overall communication strategy hinges on this step, as the chosen channels will facilitate the delivery of the key messages in a manner that resonates with the audience.

Other options, while important in the overall strategic communication process, do not immediately follow the determination of key messages. Analyzing the situation often occurs before key messages are defined, conducting audience research typically informs the creation of these messages, and implementing the campaign is a subsequent step that comes after determining not only the key messages but also the channels through which they will be conveyed.