Why Do You Need a Communication Strategy?

 

By Cindy Miller

Cindy Miller is the director of communications for WOW! transformations. WOW! considers a communications strategy an essential first step for its clients. To learn more about our approach, click here.

 

“Let’s send out a press release.” “We should start a Facebook page.” “Do you think we should be on Twitter?”

These are all good ideas — perhaps.

Too many companies start with a to-do list when it comes to communicating its news and messages. But starting with tactics overlooks a critical step in corporate communications: the Communications Strategy.

Creating a strategy can raise the probability that what you’re saying is actually being heard by the right people. What do you want to say about your company? (Key messages) Who do you want to say it to? (Target audiences) How do they prefer to receive information? (Tactics)

A communications strategy — and a full-blown document explaining it — will benefit your company’s bottom line in numerous ways, including:

It will serve as a guiding document for all levels of company employees. Today, everybody in your company is your spokesperson. Consistent messaging must go beyond the executive level and be understood by virtually every employee.

It can link remote locations of your company. Global companies can’t rely on one department to manage a corporate message. A clear document outlining your communications strategy can drive communications around the world, and provide a baseline for adaptations for different cultures.

It can increase employee engagement. It’s no longer a world of “internal” and “external” communications, and for good reason. Smart companies know that employees are a critical target audience, and conveying key messages to them is an important way to increase their connection to the success of the business.

It can support your beyondboarding™ initiatives.  Today’s organizations are creating a company culture that nurtures employees from selection to onboarding and throughout their career.  Consistency in messaging is critical especially during the selection and onboarding processes as this is way to ensure you are getting the right talent, into the right company, for the right job.

To start before you have a strategy is time wasted. In today’s world of over-communication — think social media, community publications, traditional newspapers, magazines, industry publications, websites, intranets — you have to be strategic to be heard over the chatter.

 

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