4 Steps To Start A Strategic Communication Strategy
Estimated reading time: 4 minutes
Advanced Strategic Corporate Communication
What is a strategic communication strategy?
A strategic communication strategy involves creation of plans to convey information to target audience through dedicated telecommunications that satisfies a long term strategic goal of an organization. The difference between a simple communications plan and a strategic communication strategy is the addition of advanced strategic planning for the latter.
Developing a strategic yet integrated communications plan in your organisation will be able to create value and enhance the work productivity of your employees. It is integral in its prevalence, given that all organizations have certain strategies to communicate messages to the community. However, having a strategy without effective communication leads to a gradual loss of resources.
How to start a strategic communication strategy?
For the communication strategy to satisfy a strategic goal, it is not easy. Here are the basic 4 factors that have to be present to start a strategic communication strategy:
- A strong strategic foundation
- The right set of tools
- A development process
- A team of people with the right spirit and skill set
- A strong strategic foundation
To build up the unique characteristics of a strategic communication strategy, the most critical step is to have a strong foundation – a strong drive for the communications plan to satisfy organisation goals. The strategies, goals and actions may change as the plan progresses, but they are always built on the strategic foundation. Hence, it is vital to establish the bigger sense of purpose and follow it. This may require strong leadership skills and executive-level endorsement for easier facilitation.
- The right set of tools
This step will involve the development of the basic rules of guidance for the communications team. The basic framework to utilise here can be the What/How/Who Model:
What: The idea/ message to be conveyed
How: The selection of medium to utilise for the communication of the intended message
Who: The target audience
One factor that can play an essential role in the strategic communication plan is consistency. Consistency in every message sent out to the audience helps to develop a sense of familiarity in audience’s minds and increase their willingness to be more receptive towards your message.
- A development process
Given the limited resources and the abundance of ideas that individuals have when coming up with communication strategies, it will be beneficial to ensure a sustainable flow of phases when approving strategies e.g. idea approval, concept development, budget requirements, etc. This will ensure sufficient resources for development of the chosen strategy and increases the efficiency of the strategy.
- A team of people with the right spirit and skill set
Human talent is always the constraint. The individual leading the strategic communication plan has to be one who has the heart to understand the essence of the company and are able to motivate, influence and lead a team. It is also important to have individuals who are able to provide feasible ideas and have the knowledge on how to utilise the newest technology or are able to leverage on the latest trends to create a well-rounded strategy plan to achieve the organization’s goals.
Consider the organisation’s communication in its entirety and always remember to question your assumptions about the media world. Together with its audience, the media landscape is changing faster than ever.
As a helpful tool for any company who wishes to incorporate the principles of communication strategy into their business plans, IPA, ISBA, MCCA and PRCA has jointly developed this guideline on developing communication campaigns. This guideline was put together to determine what factors contribute to the formation of a good communication strategy and to clarify the areas that require more understanding to aid this development. It provides information on the following areas: an introduction to communication strategy, the new vocabulary of communication strategy, components of a communication strategy and the models on how to organise people.
Click below to download your free guideline
“Communication Strategy (A Best Practice Guide To Developing Communication Campaigns)”
