Top Left Designs

Making your business work better in a digital world

  • Home
  • About Us
    • Our Team
    • Topleft Design
  • Capabilities
    • What we do
    • CRM Solutions
  • Resources
    • FAQ
    • Articles
  • Contact Us

Call Us: (07) 5526 4014

Mobile: 0419 706 325

Suite 205
'The Scarborough Centre'
89 Scarborough St,
Southport Queensland 4215 Australia

My Account
FOLLOW US
Gold Coast Web Development Agency
Delivering quality traffic and sales leads through impressive website design and effective digital marketing initiatives

Marketing your business in a complex digital world

Gold Coast

(07) 5526 4014

A Communication Strategy Framework

  1. Home
  2. A Communication Strategy Framework
A Communication Strategy Framework

A Communication Strategy Framework

{tag_blogpostmetadescription} True
A Communication Strategy Framework A Communication Strategy Framework
07May
2012

Every organisation relies on communications with its market, internal staff and the general public. These communications are essential to the ongoing development of your business and if incorrectly framed they can lead to problems of misunderstanding and confusion. It is important that you plan how you want to communicate with your different audiences.

Your Communications Plan is all about your Brand. Your organisation stands for something, it should have a vision of why it exists what the value it provides. If you don't have this clearly defined first then you will fail to effectively communicate the right messages.

Developing a communications strategy is an art, not a science and there are many ways of approaching the task. The following provides a framework for you to work from. Your final plan will vary according to the type of communications strategy you are wanting to develop be it for a specific project or the promotion of your business, products or services. Just as with your organisational strategy, it should establish the following:

  • Objectives
  • Audiences
  • Messages
  • Tools and activities
  • Resources
  • Timescales
  • Evaluation and amendment

Objectives

 Your objectives are the key to the success of your communications strategy. Be very clear about the driving influences to your communications strategy plan. Your objectives, once correctly identified, should ensure that your communications strategy is organisationally driven rather than being driven by the communications themselves. Understand, your communications activity is not an end in itself. The communications in all their different forms should serve and hence be aligned with your organisational objectives. Ask yourself what you can do within communications to help your organisation achieve its core objectives.

By aligning your communications and organisational objectives you will reinforce the importance and relevance of communications. This will provide a convincing case for the proper resourcing of communications activity within your organisation.

Audiences

 You should identify those audiences with whom you need to communicate to achieve your organisational objectives. Recognise that you will have a number of different target audiences and each will have their own characteristics and needs. As such each will require different approaches to how you can best communicate with each. There is no single strategy that works with all your audiences with equal result.

The best audiences to target in order to achieve an objective may not always be the most obvious ones, and targeting audiences such as the media may not always help achieve your objectives. Whilst you may like a higher media and political profile, activities aiming towards this may ultimately be self-serving and only communications driven, with no wider impact. They can even have a negative effect if you dedicate resources towards this that would otherwise be put towards communicating with key stakeholders.

Messages

 Know what you want to say ahead of time - plan what your audience wants to hear, how they want to hear about it and the context of how you will deliver those messages.

Strategic targeting and consistency are key to your organisation's messages. Create a comprehensive case covering all the key messages, and emphasise the different elements of the case for different audiences.

To maximise impact you should summarise the case in three key points which can be constantly repeated. Remember that communications is all about storytelling: use interesting narrative, human interest stories and arresting imagery.

Tools and activities

Having access to the right tools can make the difference of making or breaking your communications plan. With so many different media channels both in the traditional media and now digital media, you need to identify those tools that will most effectively and efficiently distribute your messages to each of the selected channels.

Identify the tools and activities that are most appropriate to communicating the key messages to the audiences. These will be suggested by your audiences, messages, or a combination of the two. For example, an annual report is a useful tool in corporate communications whereas an email newsletter lends itself well to internal communications. Ensure that you tailor your tools and activities to the level of time and human and financial resources available.

Resources and timescales

You do not have unlimited resources so understand what your limitations and capabilities are. Determine what you can and should do yourself and then consider what can be achieved through outside resources. Also be cognisant of the costs, not only direct but those hidden costs.

The key rules to observe are always to deliver what you promise and never over promise. Use your resources and timescales to set legitimate levels of expectations and outline the case for more dedicated resources.

Evaluation and amendment

If you fail to measure the results of your communication then you will not realise whether you have achieved your objectives and you will not understand how you need to modify and adapt your communications. As with any Strategy, it is not set in concrete - it is not a fixed immovable object - it is a living breathing thing that needs to be reviewed and modified.

It is essential that you assess the effectiveness of your strategy with both your internal and external audiences. Find the tools that enable you to measure the numbers, gauge audience reactions and responses. You should use open questions with appropriate prompts and benchmarks and, if possible, get someone independent to do the work. Consider and discuss the results carefully and use them to amend your strategy. With digital media the task is far easier with so many analytics tools available to measure just about every aspect of your digital communications.

Example audiences to consider are your staff, funders, key political targets and media. Questions you should consider asking are:

  • What do you read/see/hear?
  • What works/doesn't work?
  • What do you want to see more of?
  • What information do you need that you are not currently supplied with?
  • How often do you want us to communicate with you?

Understand that this is not an autocratic process. A strategy belongs to the whole organisation and should be representative of all stakeholders in that organisation. Drawing up your strategy is a team effort, involve representatives from each area of your organisation and on a smaller scale, the entire organisation. Feed the communications strategy into the organisational strategy to ensure maximum alignment and efficiency.

2012-May-07 2329
https://www.topleftdesigns.com.au/my-assets/img/blogs/stepping-forward-communications-strategy.jpg 300 300 Written by: Greg Tomkins

Published by: Top Left Designs on 2012-May-07

https://www.topleftdesigns.com.au/_Assets/images/topleftdesigns_logo_h.jpg 379 118
Greg Tomkins https://plus.google.com/u/0/+GregTomkins

This Article Tags

  • #Strategy

Other Recent Posts

25Sep
2021

How you should be sending every email in your business

We all send out 100’s of emails from our business every week if not every day.  Each one of these emails is a touch point with your market be it direct or indirect.&...

initiatives, Marketing, positioning, sales, / Read more
How Zoho CRM can help you manage all your critical business information.
15May
2018

How Zoho CRM can help you manage all your critical business information.

There is no secret in the fact that in order to achieve success and grow your business, it is essential to have systems in place founded on sound business processes.

Business leaders...

business process, Zoho, / Read more
Zoho ONE for Professional Services
15May
2018

Zoho ONE for Professional Services

I always say that there is no better way to provide a product and having used yourself first.Only then can you relate to the experience your customers will go through themselves.

Bef...

Case Study, Zoho, / Read more
You Can’t Afford To Be Complacent About Cyber Security
22Apr
2018

You Can’t Afford To Be Complacent About Cyber Security

Back in 1999 I worked with a number of companies performing Y2K Audits for SME businesses and now I find that we are facing an even bigger threat. According to Damian Seaton of Security, / Read more

Qld Gov't Open Round 4 of Digital Grants
24Mar
2018

Qld Gov't Open Round 4 of Digital Grants

Right now the Queensland Government is just opened up Round 4 of its Small Business Digital Grants Program offering up to $10,000 towards the cost of purchasing hardware, software and servic...

grants, / Read more

Follow us on:

Greg Tomkins

Greg Tomkins

Follow Me

No author biography available.

Share this Post

Other Post Tags

Leave a Comment

Latest Posts

Gold Coast Web Development Agency


We are an Authorised Zoho Partner, who work to a single purpose of providing professional expertise to SME businesses looking to implement Zoho ONE or any selection of its 45+ applications

OFFICE
Suite 205
'The Scarborough Centre'
89 Scarborough St,
Southport Queensland 4215 Australia

Phone: (07) 5526 4014
Mobile: 0419 706 325

Find Us at:
       

Popular Posts

    No posts available yet
 

Capabilities

  • Who we are
  • Zoho Consulting
  • Strategic IT Planning
  • Business Aligned Priorities
  • Implementation Roadmaps
  • Zoho Implementationn

Copyright © 2013 By Top Left Designs. All Rights Reserved. This website developed with Adobe Business Catalyst CMS. We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. Please visit Terms & Conditions section establishing the use, Disclaimers, Privacy & limitations of liability governing the use of our website.

Zoho - The Business Operating System

One of the world's leading CRM solutions forming the core of over 45 integrated Zoho applications used by over 100 million users world wide

-->