Delivering the right message: Why strategic communication planning matters

Drawing up a communications strategy — whether it is designed for a specific project or as an organizational strategy — should embody the necessary components of strategic communication. In simplest terms, effective communication has three overarching rules:

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1. Define success

2. Know the context

3. Deliver the right message to the right audience at the right time

In delivering the right message to the right audience, strategic targeting and consistency are key to the organization’s messages. Key messages should be listed down and stick to no more than five “umbrella” messages that span the entire project or organization goals which can be supplemented with versions tailored to different audiences if necessary.

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Communication is all about storytelling so it is important to use interesting narrative, human interest stories, and imagery. In identifying the tools that are most appropriate to communicating the key messages to audiences, ensure that they are appropriate to the level of time, human and financial resources available. An example is an annual report for corporate communications while an email newsletter may suffice for internal communications. Other different pathways of communication include: media, face-to-face meetings, direct mail, Internet, etc.

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A well-thought-through strategic communication plan not only saves time and money but it will also help the organization in the following areas:

• Encourage creative thinking and out-of-the-box strategies to address old challenges;

• Achieve results that aligns to realizing the organization’s strategic goals;

• Ensure that everyone in the organization is on the same page and telling the same stories about the organization;

• Integrate all public relations efforts: media, private and public sectors, donor, etc.;

• Impose disciplines and clear thinking about why it is in the best interest of the organization to pursue certain communication initiatives;

• Ensure that limited resources are most effectively applied; and • Proactively focus the activities of the organization where there is the greatest potential for success.

Glenn Aronow, public relations expert and founder of Regency Communications, can help enhance the image of your organization through a variety of PR and brand marketing strategies. Keep abreast of the latest PR trends by following this Twitter account.