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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

Creative, Local, Young: what do Europe's young superheroes need?
www.facebook.com
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A workshop proposal for EuroPCom 2018 with @albawhitewolf, Mike Galsworthy (@Scientists4EU) and the original Captain Europe, reposted to Facebook by popular demand.

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,

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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

Creating an Architecture of Listening in Organizations
www.uts.edu.au

Two-way communication, engagement, dialogue, conversations, collaboration, and participation are buzzwords in contemporary public communication practices... how well do organizations ... listen — the essential corollary of speaking in communication? An international research study ... organizations overwhelmingly create an ‘architecture of s…

Online Communities: Slides & Key Take-Aways from EuroPCom15
mathewlowry.myhub.ai
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ontent from my EuroPCom session on online communities, plus some takeaways and extra links.

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.

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.

Three online community case studies lined up for EuropCom2015
mathewlowry.myhub.ai
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My EuropCom 2015 workshop on online communities is taking shape. (Update: view all slideshows and key takeways from the session) According to the EuropCom2015 site it'll be held after lunch on Day 1, and will cover:Convening and managing an online community is an extremely effective way of achieving communications goals, but will probably fai…

27/07/2015
Seeking best practices: online communities & public communications
mathewlowry.myhub.ai
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I need three speakers for a EuropCom2015 workshop to share their thoughts on convening and managing communities in the context of public communications and policymaking. The following throwaway remark on Linkedin landed me with the task of setting up a workshop at EuropCom 2015:"I'd suggest combining "Setting-up and managing online …

29/05/2015
Participation Success Factors: a quick followup
mathewlowry.myhub.ai
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What happened when 60 odd people had a go at the Participation mindmap?

More social media experts stride forth in Brussels
mathewlowry.myhub.ai

If I recall correctly, a lot of us in the euroblogosphere reacted to the announcement of the European Public Communication Conference and Network (EuropCom) with a mixture of scepticism, hope and amusement, particularly with the original launch video, which was so badly done I for one was actually charmed.

12/10/2010
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