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Overview: Communication Strategy

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

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

  • Who you’re trying to reach: your audiences, including their needs and information preferences
  • What you’re trying to achieve with them: your business goals for each audience
  • Why they should pay attention to you: starting with you Unique Value Proposition, craft an Elevator Pitch, and from that derive Editorial Messaging for each audience
  • 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.

There are many ways to go about this. My favourite option is to spend a few hours a week interviewing diverse members of your team and holding one or two workshops. 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.

Because the last thing you need is a Word document gathering dust on a shelf.

Need help? Get in touch.

Related services: Content strategy, Online strategy, Online community management, Social media strategy, Content creation and marketing, Online architecture, Innovation strategy, Digital transformation, Change and project management.

Relevant resources

Public media in Europe gets creative with digital news
www.niemanlab.org

not necessarily easy to get buy-in from the organization... different parts of the organization are responsible for their own little bits so you can’t always do it within your own team.

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. 

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.

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.

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?

Growth = Developers without Project Managers, email or meetings?
qz.com
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"We couldn't understand why people without technical knowledge had to tell programmers "what" to do and, furthermore, they had to supervise "how" programmers did it." At last. Someone said it. And also quite a bit more about the timesucks that are meetings, email and commuting. These guys avoid all of them, work 4 days/week and are growing …

Connected Enterprise 2013 - Home
connectedenterprise.ontrackevents.com

"Constellation's Connected Enterprise is the intimate innovation summit for senior business leaders successfully using disruptive technologies such as social business, cloud computing, mobile enterprise, big data and analytics, gamification, and unified communications/video to drive business value and transform business models."

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