How To Develop A Successful Communications Strategy

Outlining A Purpose

A communications strategy needs to have a purpose. Stating upfront what you are aiming to achieve will clarify the narrative and make it easier for you and the client to follow. When outlining a purpose, it is also a good idea to set goals and objectives.

Here are some examples of results that organisations wish to achieve with a good communications strategy:

• A deeper understanding of the organisation, either from a different angle or overall.
• Drive sales and engagement from consumers
• Engage with stakeholders
• Showcase the success of the organisation
• Changing behaviour or challenging perceptions, especially if the organisation has faced a media crisis
• SWOT and PEST Analysis

Strengths, Weaknesses, Opportunities or Threats (SWOT); these are the key elements which your communications strategy should include. After identifying your target market, your goals should focus on maximising opportunities to engage with it. You should analyse different opportunities and include a smart proposal by focusing on the following issues; Political, Economic, Social and Technological (PEST).

Organisational Objectives and Deliverables

After gathering information from your SWOT and PEST analysis, which is incorporated into your strategy, it is easier to work out organisational objectives and deliverables. What needs to be achieved and in a certain time frame, and how you are able to deliver these results? A successful communications strategy will work in parallel with the outline purpose.

Timeline with Scope of Activities

In order for you to keep yourself organised and ensure you meet your objectives on time, it is important to include a timeline with scope of activities and deliverables within your strategy. This will give you a better focus and understanding of the process and deliverables, which need to be met, according to your strategy. A carefully thought-through timeline will also help to keep your activities on the right track and help you to avoid unnecessary distractions. That said however, it’s also a good idea to build a bit of flexibility into your timeline incase of unforeseen circumstances and ad hoc opportunities.

Internal and external communications strategy has become one of the major investment focuses for companies. Showcasing your company positively and having a smart communications plan will likely lead to successful coverage, responsive engagement from stakeholders and change public perception.

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Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com