Communications strategy

Communications strategy and implementation

Some organizations have a comprehensive and dynamic communications strategy in place, with style guides, brand identity, audience research and analysis. Some small or new organizations may have only a mission statement and a logo. And others have been working for years without a plan.

Whatever the starting point, building an effective communications plan begins with the same steps.

  • identify organizational or business goals. There will be several levels of goals for any group, with actions and outcomes associated with each, including overall mission or business goals, specific campaigns, and general engagement. A solid communications strategy should support all these goals.
  • identify primary audiences, secondary audiences and stakeholders, and internal communications needs. These audiences may be served by all channels, or content can be delivered to specific audiences in different ways.
  • consider and assess the effectiveness of all existing and potential communications channels and platforms
  • discuss how to evaluate success at each level, using specific, measurable, attainable, relevant, and time-bound objectives.
  • assess internal capacity, and consult with staff and suppliers
  • review the existing brand and visual identity
  • identify and build key messages, calls to action, and opportunities for engagement and connection
  • develop and craft compelling messages, both visual and written
  • modify and adapt messages for a variety of channels while maintaining a consistent, effective and recognizable identity