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Overview: Communication Strategy

Communications appears complex. But a good communication strategy shouldn't be.

4-steps, 4 tables

I generally boil it all down to four simple, interrelated tables, defining:

  • Who you’re trying to reach: your audiences, including their needs and information preferences, and what your goals are for them
  • Why they should pay attention to you: starting with your Unique Value Proposition, craft a Global Elevator Pitch, and from that derive Editorial Messaging for each audience, reflecting their needs (above)
  • How you will get those messages to those audiences: an integrated, mutually supportive communications portfolio
  • When you will monitor and optimise those activities: key metrics, analyses and optimisation processes.

Process

A Word document entitled "communication strategy" gathering dust on a shelf is no use to anybody. The only way your strategy will have an impact is if:

  • you engage your colleagues during its development - after all, they have some of the answers you'll need;
  • and your ensure they understand the strategy once it's finalised - after all, their cooperation will be critical to its success.

There are many ways to go about this. My favourite option is to spend a few hours a week interviewing diverse members of your comms team and holding one or two workshops with them and others. That way we'll develop buy-in together along the way, and I'll be able to mentor your staff so that they can better implement the strategy.

But if that's not possible right now, I boiled my process down into an online course: 4-Step Communication Strategy Framework: demystify communications strategy

Relevant resources

X Strategy or eXit Strategy? A cost-benefit analysis framework
mathewlowry.myhub.ai
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I know: you've spent probably ~15 years diligently developing your following there. At the beginning Twitter was fun, particularly when you didn't have so many followers that you couldn't interact with at least some of them. But now, you may have a problem.

Breaking democracy to hold power (US2020 Disinformation news, ed. 3)
medium.com
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How a decades-long election delegitimisation campaign, amplified by social media disinformation, intersects with the death of a Chief Justice in a GoT-worthy season finale of “US democracy: Endgame”.

From #EP2009 to #EP2019: a lost decade?
medium.com
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It’s taken me over ten years to move from enthusiasm, through frustration into a Zen-like state where I no longer blog about EU comms. But when the Eurobloggers called, I had to answer ;)- my link in the #EU09vs19 blog chain …

Building Credibility Indexes from Fact-Checking to #TackleFakeNews
medium.com
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Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.

Learning from #EUSuperGirl & Luc van den Brande (Top3ics, December 2017)
mathewlowry.myhub.ai
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I’ve recently published five posts on three interrelated ideas, two projects one report and a workshop. That happened because the competition brought a Brussels Bubble Outsider to Brussels. Which happens to be one principle of the participation model I presented at the EWRC workshop. Full circle.

Does the Brussels Bubble care enough?
medium.com
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Engaging Europeans with the EU requires a new Brussels Bubble culture - fourth of several posts written in reaction to Luc van den Brand’s Reaching out to EU Citizens: A New Opportunity.

Don’t poison the hearts and minds you’re trying to win
medium.com
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Could hybrid crowdfunding allow public Institutions to support citizen-driven projects without killing them in the cradle?- 2nd post in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity

What the EU’s Mobile Roaming success taught me about innovation in bureaucracies
medium.com
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EUrope’s success in eliminating mobile roaming charges may be the first “data4policy” case study where the data was website traffic, and illustrates the rewards of allowing innovation to flourish at the edges of large organisations.

Beware BackFiring when Battling Bullshit
mathewlowry.myhub.ai
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Fighting people with facts only makes them cling to their beliefs more strongly, further polarising our damaged societies. Different tactics are needed, and they start closer to home than you think.

An effective communications strategy must be connected to other strategies
medium.com
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An effective communications strategy must be connected to other strategies, usually managed by different departments. Reframing it as central to your organisation’s innovation strategy helps sidestep turf wars. 

Public Service Bots Should Support the Open Web
chatbotsmagazine.com
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3rd of my posts for Chatbots Magazine: Chatbots allow governments and other public bodies to provide citizens highly customised content and services. And invade their privacy. Citizens deserve better choices. 

Why Spiegel thinks Community is the killer app for EU Communications (Top3ics, Feb 13)
mathewlowry.myhub.ai

Three articles unpacking the relationship between community, communications, content and EU communications.

Vlogging events: authenticity ex-Osmo
mathewlowry.myhub.ai
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I finally vlogged my first event. Some first impressions.

A ‘view’ on a LinkedIn post is NOT like a pageview on your blog
mathewlowry.myhub.ai
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Just putting this up there for all those who think:a) a ‘view’ on a LinkedIn post is like a pageview on your blog or site. It’s not: it’s a ‘stream view’, a la Facebook, and does not tell you how many people actually clicked and readb) LinkedIn are consistent and care about their bloggers. They aren’t and they don’tMore: see LinkedIn Community for…

15/05/2016
My EuroComm2016 Rapido on the Future of Communications
mathewlowry.myhub.ai
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What happened when I was invited to “do a Rápido” at the IABC’s conference in Rotterdam earlier this week.

Opening up EurActiv’s media innovation programme
mathewlowry.myhub.ai
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EurActiv.com is opening one of its media innovations to other media interested in increasing competitiveness through translated syndication. (Update, 31/3/16: this project was covered, among many other things, in an interview with professional EU interpreter Alexander Drechsel in his podcast Demos ex machina? Multilingual communication with Mathew…

Mobile content, language tech & communication strategy (Top3ics, 21 March)
mathewlowry.myhub.ai

The main Topics this time are language technology, mobile innovation and EU communications, with a few extras to catch-up since the last edition.

Exploring Translated Syndication at Future Media Lab 2016
mathewlowry.myhub.ai
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The afternoon session at Future Media Lab 2016 showed that while European media are warming to the idea of using advanced language technologies to share content across borders, their audiences are already well ahead of them.

Towards a 21st century EU Communications Strategy
mathewlowry.myhub.ai
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With independent journalism increasingly looking like an endangered species, a EU communication strategy that helped European media build the European Public Sphere would be a smarter longterm move than propaganda and brochureware

Productivity, innovation, community & more (Top3ics, 1 Dec)
mathewlowry.myhub.ai
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Over 40 new resources ... some great longreads to enjoy as the nights grow long, the productivity tips you’ll need to find the time to read them, and a free set of steak knives. The Christmas season, after all, is almost upon us.

Communications, community & participation: learning from NHSCitizen
mathewlowry.myhub.ai
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This week NHSCitizen - one of the case studies I brought to myEuroPCom 2015 workshop on online communities- holds its first NHSCitizen Assembly, where the NHS Board meets citizens to ActionPlan the participants' top 5 priorities. Time to summarise the Hangout-On-Air I had on NHSCitizen with the Democratic Society's Anthony Zacharzewski,

How do you organise communications skills?
mathewlowry.myhub.ai
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The number and diversity of communications skills needed to implement a communications strategy never stops growing. How are you organising them?

Social Media, Digital Transformation & EuroPCom2015 WrapUp (Top3ics, 9 Nov 9)
mathewlowry.myhub.ai

In this week’s edition, a months’ reading - some 30 posts - on social media, digital transformation, content/system design and EuroPCom2015. But first some news from me

Fast, visual communications: a chat with Ezri and Charlelie (updated)
mathewlowry.myhub.ai
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I recently had a great live Hangout with Ezri Carlebach and Charlelie Jourdan to discuss visual communications, taking risks and creating energy in conferences.

Brand exchange & the new citizen conversation
mathewlowry.myhub.ai
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Do people really want to have a conversation with brands, or their government?

Let’s call time on ‘Park & Bark’ conference sessions
mathewlowry.myhub.ai
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How do you extract maximum value from a conference presentation or workshop, both for you, and your audience?

Join me for a Hangout on Air with three online community experts
mathewlowry.myhub.ai
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Apart from the Online Hangout(24 September, 16h30 CET), a new online community just opened for public sector communicators across Europe.

Time to integrate Innovation into your Comms strategy
mathewlowry.myhub.ai
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Any decent Communication Strategy will integrate offline, online, internal and external communications. But what about your organisation's Innovation Strategy?

Social media fundamentals, productivity & authenticity (Top3ics, 21 August)
mathewlowry.myhub.ai

In this edition I highlight only one post, and mention a few others. Topics: truth, authenticity & trust, but also productivity and digital transformation.

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