Unlocking Effective Communication Strategy

By setting the right conditions from the start, you can fast-track the communications planning process – and spark your passion on the journey!

1. Define Your 'Why'

One common pitfall in communications is neglecting the 'why.' When approached to develop communications, people often stumble when asked why it's necessary. For every initiative, understanding the purpose is key.

20-second case study: 

A department has approached you to help them announce its new mission statement to all staff in its organization. Evaluate the impact: Ask how the change positively affects the organization, changes employee interactions, and drive business success. If there's no compelling 'why,' reconsider your communication efforts. 

Don't skip this step; it guides the entire communications planning process.

2. Prioritize People

If you've clarified your 'why' effectively, you're already keeping people at the heart. It’s key to understand your audience – their needs, wants and fears. Communication isn't about you; it's about how your decisions impact others.

20-second case study: 

As part of your organization’s Diversity, Equity and Inclusion strategy, you’ve entered into a new community partnership. You’re considering an external announcement. Evaluate the impact: Can you articulate how the partnership will benefit community members in tangible terms? To what extent will the announcement be received as authentic? Why will people care?  

By prioritizing people, completing this assessment will make the step of developing key messages a breeze. 

3. Match tactics to strategy

You’ve done the work to articulate why your initiative is important to communicate and its impact on people. Now you can unlock your creative juices in the tactical stage! You have two decisions to make:

• Which tactics will resonate with your audience? (Remember, you’ve already done the work to understand your audience).

• Which channels will best reach your audience?

While tactical ideas usually come at the tail end of communications strategy, don't stifle creativity at earlier stages of planning. If you have a creative spark, explore it, and put it in a "parking lot" for future consideration. It might not fit the current strategy, but you won't lose the inspiration.

4. Alignment is crucial

Aligning with decision-makers at key milestones is critical for smooth communication planning.

• Identify key decision-makers: Use a RACI (Responsible, Accountable, Consulted, Inform) matrix to identify those accountable for the communication program and business outcomes.

• Align at key milestones: Seek alignment when you've defined your 'why,' identified the impacted audience, crafted key messages, and brainstormed tactics.

By aligning consistently, you save time (and money) and ensure everyone is on the same page.

Successful communication strategy is not about magic; it's about a well-thought-out plan. Start with a clear 'why,' prioritize people, nurture creative ideas, and maintain alignment throughout the process. This approach will lead you to that gratifying moment when everything clicks. 

Happy strategizing!

Seeking to unlock your communications strategy process? Let me guide you to the moment when everything clicks. Contact me.