Introduction to Communication Strategy

What is communications strategy

A communications strategy is a structured plan that outlines how an organisation will effectively communicate its messages, goals, and information to its target audience, stakeholders, and the broader public. It is a critical component of an organisation’s overall strategic planning, guiding how it will engage, inform, and influence its audiences to achieve its objectives. A well-developed communications strategy ensures that all communication efforts are coordinated, consistent, and aligned with the organisation’s mission and goals.

 

A communications strategy typically includes the following key elements:

Audience identification: defining and segmenting the target audience or audiences for the organisation’s messages. This involves understanding their demographics, preferences, behaviours, and needs.

Objectives and goals: establishing clear and measurable communication objectives that align with the organisation’s overall goals. These objectives may relate to brand awareness, engagement, advocacy, or specific outcomes.

Key messages: identifying the core messages that the organisation wants to convey to its audience. These messages should be concise, relevant, and aligned with the organisation’s values and mission.

Communication channels: determining the most effective communication channels and platforms to reach the target audience. This may include digital channels (websites, social media), traditional media (TV, print), events, and direct communication.

Content creation: developing content that supports the key messages and resonates with the target audience. Content can take various forms, such as articles, videos, infographics, and social media posts.

Tone and voice: establishing a consistent tone and voice for communication that aligns with the organisation’s brand and values. This ensures that all messages are in harmony.

Timeline and scheduling: creating a timeline that outlines when and how communication activities will be executed. This includes planning for both routine and strategic communication.

Resource allocation: determining the budget, personnel, and other resources required to implement the communication strategy effectively.

Monitoring and evaluation: establishing metrics and key performance indicators (KPIs) to measure the success of communication efforts. Regularly assessing performance and making adjustments based on data and feedback.

Crisis communication: developing a plan for handling and communicating during crises or emergencies, including the allocation of responsibilities and clear communication protocols.

The importance of a communications strategy lies in its ability to:

Alignment: ensure that all communication efforts are aligned with the organisation’s mission, values, and strategic goals.

Efficiency: streamline communication activities to avoid duplication and ensure that resources are used effectively.

Effectiveness: increase the effectiveness of communication efforts by targeting the right audience with the right message through the most suitable channels.

Consistency: maintain a consistent brand identity, tone, and message across all communication platforms and materials.

Adaptation: provide a framework for adapting communication approaches based on changing circumstances, audience feedback, and emerging trends.

Measurement: enable the organisation to measure the impact of communication efforts and make data-informed decisions.

 

Example of communications strategy

Imagine a non-profit organisation focused on environmental conservation. Their communications strategy might involve creating a series of informative blog posts and social media content about endangered species and conservation efforts. They would use various channels like their website, social media platforms, and email newsletters to engage and educate their audience about the importance of conservation.

 

Importance of tracking communications strategy

Tracking communications strategy is vital because it allows organisations to assess the effectiveness of their messaging and channels. It helps in understanding how well their communication efforts are resonating with the target audience and if they are achieving their communication goals.

The importance of tracking a communications strategy includes:

Performance evaluation: tracking a communications strategy provides a means to assess the performance of various communication activities. It allows organisations to determine what’s working and what’s not, based on measurable data.

Objective achievement: it helps organisations gauge whether they are on track to meet their communication objectives and goals. Tracking enables them to see if they are making progress or need to adjust their strategies.

Resource allocation: by tracking the impact of different communication channels and tactics, organisations can allocate resources more effectively. They can invest in activities that yield the best results and discontinue or modify less effective ones.

Audience insights: tracking provides valuable insights into audience behaviour, preferences, and responses to communication efforts. This data can inform the development of more targeted and engaging messages.

Message refinement: organisations can use tracking data to refine their key messages, ensuring they resonate with the target audience and are communicated effectively.

Crisis response: in the event of a crisis or negative feedback, tracking allows organisations to assess the situation’s impact and adjust their crisis communication strategies as needed.

Adaptation to trends: tracking helps organisations stay current with trends and changes in the communication landscape. It enables them to adapt to emerging platforms or shifts in audience behaviour.

Return on investment (ROI): organisations can measure the ROI of their communication efforts by tracking key performance indicators. This data is vital for demonstrating the value of communication activities to stakeholders.

Competitive analysis: tracking allows organisations to monitor the communication strategies of competitors. This information can reveal opportunities for differentiation and improvement.

Continuous improvement: a culture of tracking and analysis encourages continuous improvement in communication strategies. Organisations can learn from past successes and failures to refine future efforts.

Accountability: tracking provides a basis for accountability within the organisation. It helps ensure that communication teams are meeting established goals and objectives.

Strategic decision-making: data from tracking informs strategic decision-making, enabling organisations to make informed choices about where to allocate resources, which audiences to prioritise, and how to refine their messaging.

 

Using communications strategy for data-driven decisions

To make data-driven decisions using a communications strategy, follow these steps:

Define communication goals: clearly define the objectives you want to achieve with your communications, such as increasing brand awareness or driving sales.

Select key performance indicators (KPIs): identify specific metrics, such as website traffic, social media engagement, or email open rates, that will help measure the success of your communication efforts.

Implement tracking tools: utilise analytics and tracking tools to monitor and measure your chosen KPIs.

Analyse data: regularly analyse the data to evaluate how your communications strategy is performing against your goals.

Adapt and optimise: based on data insights, adapt your messaging, channels, and strategies to stay competitive and aligned with market trends and audience preferences.

 

5 tips to get started with communications strategy:

Identify your target audience: clearly define who your primary audience is to tailor your messaging effectively.

Set clear objectives: define what you want to achieve with your communications, whether it’s increasing brand awareness, driving website traffic, or boosting sales.

Choose the right channels: select the communication channels that are most relevant to your target audience and industry.

Develop a content calendar: create a content calendar to plan and schedule your communications in advance, ensuring consistency.

Evaluate and adjust: regularly review your communication efforts, assess their impact on your KPIs, and make necessary adjustments to improve performance.

 

Communications strategy from a brand reputation agency

If you need more information or assistance with developing and implementing an effective communications strategy, don’t hesitate to get in touch with Boldspace, a leading brand value agency based in London. Our brand experts can help you create a communications strategy that helps your brand stay competitive and achieve its communication goals.