Communication Strategy: A business Approach

M6E62E6JRF55

Communication strategies are the strategies and ways to communicate information related to a specific issue, event, situation, or audience. They serve as the blueprint for communicating externally (with the public and stakeholders) and internally (colleagues and staff members). It is something that cannot be taught but comes through experience. A good communication strategy can make the toughest and most complicated tasks easy to crack. A good communication strategy includes:

  • an outline of the objective – the reason for the communication

  • identification of stakeholders

  • definition of key messages

  • identification of potential communication methods

  • an outline of the mechanisms used to obtain feedback on the strategy

It is not necessary that communication strategies have to be formal written documents. It could simply be a brainstorming session for a problem or issue and determining the best approach for communicating the key message or information. It may involve time to consider communication options best suited to a particular problem. Such an approach is feasible when the issues are simple and have not generated a high level of public concern. However, the simple approach is not advisable in more serious scenarios. In the case of issues that are more controversial, a more formal written strategy may be needed to ensure that all those concerned are reached and key messages are communicated in an effective and timely manner.

A communication strategy does not replace a marketing strategy, but rather shares a cooperative relationship with both the marketing strategy and the overarching business strategy.

The business strategy is generic. It outlines the desired outcome and objectives whether financial or otherwise. The marketing strategy is the supporting hand to the business strategy. It serves to aid the achievement of goals by outlining strategies that promote the call to action. It brings together all the other strategies, one of which is communications.

The marketing strategy focuses on the objective as a whole, while the communication strategy focuses on some of the smaller details necessary to creating that part. Because of that, the communication strategy is closely tied to tactics.

While preparing a communication strategy it is important to keep the following points in mind:

  • The strategy should typically involve written communication although the strategy is becoming much broader.

  • Today’s communication strategist should consider other forms of communication, including visual and audio.

  • While the communication strategy may not be wholly responsible for those components, it does have to work in tandem with other strategies.

A communication strategy, then, is one of many components of the marketing strategy. It focuses on the smaller elements, often the written ones, which bring about success for the larger ones. Its purpose is simple: it supports the marketing strategy, thus supporting the business strategy.

About these ads

About lushtv
Telstra Business Award winner 2012 Communication specialists using innovative productions to achieve corporate objectives. Over the last 5 years we've been working with some of the biggest organisations in the country, helping them tackle some of their biggest corporate issues through the power of clever story telling! Address: 17 Money Street, Perth, WA 6000 Contact Us: Email: lush@lushtv.net Phone: +61 8 9228 3380

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: