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How to Create a Communications Strategy

how to create communications strategyA lot of organizations have separate documented communication strategies for each communications discipline. Your organization may have a public relations strategy, marketing communications strategy, social media strategy and sales strategy, all operating in parallel to accomplish often similar (or exact) goals. I suggest having one, clear and cohesive communications strategy that covers all communications activities within your organization. If there are different people responsible for each strategy, get them all in the same room to create a single one (this goes for any organizational-wide plans as far as I’m concerned).

With communication plans, you’re ultimately developing and delivering messages to target audiences for a desired outcome – that is the fundamental formula. If you’re new to creating communications strategies, or want to match your approach up to an alternative approach, I’ve provided some suggestions below for creating your comprehensive communications strategy. [Read more…]

Message Mapping for Stronger Relationships

I think Lewis Caroll said it best, “If you don’t know where you’re doing, any road will get you there.” I think a lot of marketers live by this quote. They arrive at their messages when they get there. Their messaging evolves over time, but as such is incredibly inconsistent to the eyes and ears of the audience. To build any form of message retention among your target audiences, you need to be consistent across all your interactions. Everywhere your audience interacts with your brand, the message should build upon the last interaction. One approach to making sure this happens with relative predictability is to map your messages across the stages of your relationship with any particular target audience.

Say what? Every audience you interact with is made up of people. Just like your interpersonal relationships, your relationship with these people builds over time. It gets stronger or weaker based on the stimuli you bring to the table. Thing about the strongest relationships you have in your network. What are the common threads? Chances are you make a deliberate or subconscious investment in the relationship. You make an effort to get together. You regularly share information via email or social media channels. Perhaps you just remember them on their birthday. The more frequent and positive your interactions are with this person, the stronger the relationship. [Read more…]

Message Planning

This is the first post in a series on the importance of message planning in the communications process. I’ve been thinking a lot about message planning and message management over the course of the past couple of months. For one, we’re in the thick of the political campaign season. Few communication disciplines provide such a deliberate look into the effectiveness of communication planning to deliver a measured outcome as politics. While I personally have zero campaign management experience, as a communications professional, I appreciate the work campaign strategists do to manage messages over the course of a campaign. Say what you will about any of the candidates running for office at the moment, but behind all of them are talented communications professionals that know how to leverage market data to adapt – and in some cases manipulate – messaging to persuade audiences in one way or another.

It’s also a great time of year to start thinking about your own message strategy and planning process. If you’re like most organizations, you’re probably entering some form of annual planning. Budgets are being set for the coming year, and you’re most likely starting to think about the campaigns you’ll kick off in January. Most of these campaigns will include strategies for communicating with the target audiences most important to your organization. This is where message planning comes into play – or should come into play. Organizations that overlook the importance of message planning will waste valuable marketing resources trying to communicate sporadically with their audiences. Don’t make this mistake. [Read more…]