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.
Stuff I (Really) like
Here are the latest 9 resources I've Highlighted about Communication Strategy. There's more reading over here.
youarenotsosmart.com
A YANSS interview with Adam Grant, author of Think Again: The Power of Knowing What you Don’t Know. Generally an "extensive exploration of how to rethink your own thinking", including his WorkLife podcast interview of Margaret Atwood on procrastination.(When annotating a podcast I really like a transcript, but there was none for this epi…
Like
psychology,
science,
persuasion,
podcast,
identity,
tribe,
dunning-kruger,
polarization,
imposter syndrome,
echo chamber,
cognitive bias,
procrastination,
3p framework,
yanss
marketoonist.com
A simple cartoon can spark a lot of thinking: what happens after "the “Cookiepocalypse” — when Google Chrome follows up on its promise to cut support for the third-party cookie by 2022"?My preferred answer is: better content marketing? Actually providing value to people, rather than surveilling and stalking them around the web?Others par…
doctorow.medium.com
One of my favourite writers (offline and online) on his personal content strategy, first taking aim at the "tawdry and mercenary" version of "“why writers should blog”... the story goes, “and build a brand ... to promote your work.” Virtually every sentence that contains the word “brand” is bullshit, and that one is no exception.&qu;…
index.medium.com
This article absolutely nails why I can't stand LinkedIn anymore, describing the site as completely performative, and the "LinkedIn newsfeed ... as a vast wasteland... almost entirely filled with marketing gurus, salespeople talking sales, and recruiters and “career coaches” offering the same job search tips over and over".Why? Beca…
medium.com
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”.
Think
facebook,
metrics,
vote,
disinformation,
newsletter,
us2020,
delegitimise,
flicc,
ginsburg,
suppress
www.nytimes.com
In less than a year... weekly church-attending white Protestants convinced that Donald Trump was anointed by God to be president grew from 29.6 percent to 49.5 percent... Capitalizing on that devotion is integral to Trump’s re-election ...all-enveloping digital campaign website... campaign app... a self-contained, self-reinforcing arena where Trum…
Like
psychology,
politics,
marketing,
tribe,
trump,
gamification,
motivated,
partisan,
polarization,
us
hbr.org
Most current definitions of engagement are bimodal – someone is either engaged or they ‘re not...a limited view that hampers our ability to manage engagement in meaningful ways...Community management is the discipline of building technical and social environments in such a way that individuals can easily organize and collaborate to achieve an obje…
medium.com
indie bookstores are thriving. The keyword is curation: by default... local and community-oriented... know the taste ... mood of the neighborhood... a good model for the modern aspiration economy...having taste to know what to buy... human curation... differentiator in fashion, food, travel, wellness, design, and an important value-add for tech pl…
www.wired.co.uk
the best skill to teach children is reinvention... the author of Sapiens reveals what 2050 has in store for humankind...once technology enables us to engineer bodies, brains and minds... We don’t know what people will do for a living, we don’t know how armies or bureaucracies will function...too many schools focus on cramming information. In the p…