Strategic communication is the purposeful use of communication by an organization to fulfill its mission. It involves aligning organizational goals with targeted messaging to key audiences. The aim is to build meaningful connections and relationships that further the organization’s objectives and interests. Strategic communication requires planning, engagement, and evaluating impact. This article on what is strategic communication goes into more detail.
Here are some tips on how to develop a comprehensive communications plan for your company.
Define Your Objectives
The first step is to clearly define what you want to accomplish through your communications strategy. Ask yourself: What are your key messages? Who are your target audiences? What actions do you want people to take after receiving your communications? Setting S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Time-bound) objectives will provide focus and direction for your communications plan.
Research Your Audiences
Once you know your goals, you need to gain a strong understanding of your target audiences. Conduct market research to gather insights into their demographics, values, interests, media consumption habits, and how they currently perceive your brand. This will allow you to craft messaging and choose channels tailored specifically to resonate with each audience segment. Surveys, focus groups, social listening, and online analytics tools can help drive this research.
Map Out Your Messages
With your objectives and audience insights established, start developing key messages and themes you want to communicate. Tailor content and tone for each target audience. Also, ensure messaging aligns across channels by creating overarching brand narratives that all communications can tie into. Track message effectiveness over time and optimize regularly.
Select Communication Channels
Your strategy should utilize a variety of communications channels to best reach your audiences. This includes advertising, email marketing, social media, SEO/content marketing, events, PR, etc. Evaluate the pros and cons of each channel based on reach, engagement, resources required, and metrics available. Use multiple channels in tandem to create an integrated, omni-channel approach.
Create an Editorial Calendar
An editorial calendar helps you strategically plan out all the communications activities across your channels. Outline the specific pieces of content you will create and share on a weekly/monthly basis. This includes social media posts, blog articles, newsletters, ads, and more. Tie these to your objectives, audiences, and messaging strategy. Planning content in advance ensures you have a steady drumbeat of outreach.
Establish Processes and Measurements
Implement processes to ensure smooth execution and consistency across channels. Develop guidelines, workflows, production schedules, approval protocols, and branding policies. Also, establish key performance indicators (KPIs) to track how well your communications strategy is working. Monitor metrics like audience reach, engagement, conversions, and sentiment regularly.
Review and Refine
Continuously analyze the performance of your communications efforts and look for ways to improve. Seek regular feedback from your audiences through surveys and listening tools. Adjust objectives, messaging, and channels as needed based on learnings and evolving business goals. An effective strategy requires flexibility and refinement over time.
Following these steps will help develop a comprehensive, audience-focused communications plan that drives real business results for your company. With clear goals, targeted messaging, multi-channel distribution, and measurement/analysis, your communications strategy can successfully strengthen your brand and propel your business forward.
