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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

Replacing The User Story With The Job Story
medium.com
Card image

Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation. Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem. - Repl…

Good example of continuous web redesign
www.niemanlab.org

"The Guardian released a beta version of its new website to get reader feedback as it continues to tweak its design.... Content discovery is a major focus ... “container model” allows the paper to implement a responsive design while also retaining a story hierarchy, user experience director... Each item contains a story, which are put together…

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