Tag Archives: purpose and vision

Write an 8 Step Communication Strategy for 2018

PR and Communication must be strategic to be effective here’s an easy 8 Step Plan.

In a 2016 article Roger Jabaly defined strategic communication management as “The systematic planning and realization of information flow, communication, media development and image care in a long-term horizon. It conveys deliberate message(s) through the most suitable media to the designated audience(s) at the appropriate time to contribute to and achieve the desired long-term effect. Communication management is process creation. It has to bring three factors into balance: the message(s), the media channel(s) and the audience(s)” (Bockstette & Carsten, 2008).

Jabaly further suggests that writing a communication strategy should include identifying the different aspects that need to be planned for. He offers eight steps that would lead into a well-rounded strategy, fulfilling the aspirations of most organizations.

1) Statement of Purpose: Why are you developing a communication strategy in the first place and what needs to be achieved with it.

2) Current Situation: To understand your organization’s current situation it is highly recommended to use tools such as: SWOT analysis (Strength, Weakness, Opportunity, Threats), PEST analysis (Political, Economic, Social, Technological, and Competitor analysis).

3) Set Objectives: It is crucial to align both Organizational and Communication objectives and present a communication strategy that delivers on your organization’s overall vision, and objectives.

4) Identifying stakeholders: Know your audience. Whether internal or external, communicators should be able to give a comprehensive description of their audiences.

5) Messages: Craft your messages to be simple, relevant and appealing to your different audience. Avoid using one size fits all approach.

6) Key Communication Channels: Ask yourself what are the most appropriate channels to use in transmitting your messages? Understand all the available media channels and their level of engagement each offers your audience, especially social media.

7) Playbook: With your audiences and communication methods identified, it is time to highlight your key communications activities, budget and allocated resources. Your work plan will allow you to measure steps toward your goals.

For a truly well-rounded communications strategy, communicators need to incorporate detailed plans for Media/PR, Digital, and Crisis Communication.

8) Auditing and Evaluating: What are your key performance indicators, what would strategy success look like, how would you evaluate, measure and audit your communication strategy performance?

Add to the conversation! Share and contribute your thoughts, questions and experience on developing a communications strategy.

Let’s have Conversations about your Business

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Conversations create trust and goodwill

Let’s have the Conversations about your Business Strategy

Although I call myself a ‘communication’ coach and consultant, I firmly believe that it is the conversations I have with executives that start the whole process of understanding your business, its needs and goals and end in your strategic plan and actions.

I have packaged the crucial conversations I have with you as The 10 Conversations. They are called conversations because they are more informal. We share information as equals, feeling more at ease through this 2-way engagement. We ask questions, we listen intently, we reflect, we clarify, we brainstorm, we understand, we plan and we do together, collaboratively.

Based on my experience and knowledge of experiential and peer learning, among other things, I use the LEAD process [Learn, Envision, Act, Deliver] in my conversations. Hence we move from the Learn Phase through to the Delivery Phase.

We start the process with Conversation 1 entitled, “Begin the Journey to the source”. We explore your company’s – and your own – purpose, its goals and preferred outcomes. We ask the ‘why’ questions of what you do. Learning about you and your company, allows us to start the move away from uncertainty to seeing possibilities and choices.

As we move through The 10 Conversations, we explore how you want your company to be seen (envision), what your stakeholders’ perceptions are, find alignment between the two, and plan your messages, your behaviour and actions (act) towards implementation and delivery phase, and then to evaluating and monitoring your communication.

This outward/inward looking approach aims for higher performance, better stakeholder relations, a good image and a solid reputation. It also ensures that you are aware of the importance of strategising for a more authentic, sustainable and profitable company for the long-term.

I want to “conversate” with you.

: Conversations lead to business results

Take a look at what Cellene Hoogenkamp, an executive coach, has to say about the value of conversations and ‘conversating’!

https://www.linkedin.com/today/post/article/20140705175344-29331113-if-i-can-communicate-why-can-t-i-conversate

Employee relations is core to any Business Branding Strategy.

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Connect, engage and win together

Strategic business communication planning should start ‘from the inside out’. Leaders and managers should begin with a journey to the ‘source’ and purpose of their business, to find the real values that drive them forward to growth, prosperity and sustainability.

Once they’re identified their values and set their goals, the obvious next step would be to share them with the people within the company who, on a daily basis, have to ‘live’ those values and work to achieve those goals. They have to buy in to them, making the company’s values and goals their own. Their actions and behaviour have to reflect their belief in the company and what it stands for. Some would refer to this as developing a ‘corporate culture’.

However, too often business leaders fail to share and instil the common core values and then wonder why there’s a mismatch or non-alignment between their values and customer satisfaction.

Here are some points on Strategic Employee Relations Planning. It can go a long way in developing a common culture that positively affects and benefits the employees themselves, customers and other stakeholders, the brand and ultimately the company reputation:

Business Leaders have to be audience-centric, and employees are the key audience. Leaders and managers have to listen to them in order to be ‘listened to’
Internal communication and engagement must be two-way and ongoing to contribute to team cohesion, performance, productivity and profitability
Employees must feel supported by management; their individual needs for growth and skills development must be addressed for mutual benefit
Knowing they and management have a shared purpose and vision gives employees the desire to achieve the common goals
Where there are actions aimed at fulfilling common goals, measurability, evaluation and constant reflection are welcome and valued
Rewards for achievement are a motivation to perform and reach goals together
Shared values and goals lead to shared responsibility where each employee knows what’s expected of him, as part of the whole organisation.

So it is vital that your Strategic Employee Relations Plan is used as a tool that underpins all your business activities.