Explaining Strategy

16 June 2017

What is a Communication Strategy?

A communication strategy is an individually-tailored guide for how an organisation will use communication to achieve its business vision and objectives.

It is informed by:
• research on the issues an organisation faces and the opportunities it can harness to achieve its mission and
• input from those who have a stake in the organisation’s current and future plans (customers/clients, staff and the community), to understand their preferences and needs.

It includes:
• communication goals,
• key messages and
• the selection of communication tactics and tools that will deliver on the goals.

Why is a communication strategy important?

A communication strategy is important because it links the goals and priorities of an organisation to its stakeholders. Without considering, informing or engaging stakeholders, organisations will find it difficult to deliver on their vision.

The value is in having a documented approach, informed by stakeholders’ needs and interests, that will be uniformly used across the organisation. The consistent use of messages reinforces important details, allows staff members to be confident in their responses to enquiries and in promotion of the organisation’s business; and reduces the use of misinformation.

What are the benefits of a communication strategy?

In addition to the delivery of specific goals, the benefits of a consistent communication approach include building relationships with stakeholders and improved awareness.

These contribute to the organisation’s reputation which can drive interest from new staff, improve the morale of existing staff, attract new clients and present new opportunities for partnerships, publicity or business development.

Our clients say that as a result of developing a communication strategy they are better organised. They see their communication activities as more effective and therefore more sophisticated in their intent and delivery. With set targets, the activities and outcomes are also measurable.

Does this sound like the tailored guide your organisation is looking for? Do you have questions this article hasn’t addressed? Give us a call – we look forward to discussing your needs.