Channel Trajectory: Internal communications channel mapping

Channel Trajectory is a detailed channel and audience mapping methodology that results in a rich definition of your communications landscape – including a detailed internal communications channel matrix. We look at the entirety of your digital and in-person internal communications channels. We work collaboratively with you throughout the project and everything is delivered remotely to anywhere in the world. When you engage us we:

1. Hold a kick off workshop to confirm scope and understand your communications landscape.
2. Carry out multiple user and stakeholder interviews, with a cross section of your workforce.
3. Review existing documentation and samples of communications channels.
4. Analyse all our data, deriving meaningful insights and recommendations that we report back to you.
5. Produce detailed audience and channel definitions packed with additional information on reach, impact and criticality – delivered as an internal communications channel matrix ready to underpin your strategy and governance.

‍

Channel mapping explained

What is channel mapping?
Channel mapping is the process of identifying, documenting, and defining the internal communications channels an organisation uses — who owns them, who they reach, how they overlap, and how effective they are. It gives communicators an authoritative picture of the landscape before setting strategy or governance.

What is the channel mapping process?
The Channel Trajectory process involves a kick-off workshop, stakeholder and user interviews, a review of existing channels and documentation, and a detailed analysis phase. The output is a set of audience definitions and a channel matrix covering reach, impact, and criticality ratings across your entire communications landscape.

Why is channel mapping important?
Without a clear map of your communications channels, it's impossible to know whether the right messages are reaching the right people, where channels overlap and create noise, or where gaps exist. A channel matrix gives you the evidence base to rationalise, govern, and improve your communications — and to make the case for change internally.

‍