Key Steps In Developing A Communications Strategy

Here are key steps you can follow when tasked with developing a communication strategy for your organization

Consultative Meeting

Initiate a consultative meeting with your organization’s leadership team to get their views and insight on communications and their vision on how communications can support the organization’s key objectives. Another aim of this consultative meeting is to get support from the leadership while developing the communications strategy.

Communication Analysis

This is undertaken to gather more information regarding the organization’s communication status. The analysis is done in three steps;

• Literature Review: Conduct a thorough review of organizational documents, including strategic plans, policy documents, and reports, to pinpoint communication priorities and identify existing gaps. This will help determine how communications can effectively support key deliverables.
• Baseline Survey: Implement a survey targeting internal staff and key external stakeholders to assess the effectiveness of the current communications strategy and plans. The survey aims to identify strengths, gaps, information flow dynamics, communication structures, and areas needing improvement.
• Communication SWOT Analysis: Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to evaluate the communication capabilities of the organization.

Stakeholder/Audience Identification

Identify and understand potential stakeholders/audience, focusing on the nature of relationships, information needs, and interaction frequency. Segment them into internal and external audiences and classify them based on their level of interest and influence. High-influence, high-interest stakeholders are pivotal in decision-making and should be closely managed to align expectations. High-influence, low-interest stakeholders should be kept informed, while low-influence, high-interest stakeholders need monitoring due to potential shifts in influence or interest.

Developing Key Messages

You will need to develop key organization messages. Crafting key messages is critical to ensuring that communication is clear, consistent, engaging, and persuasive. Key messages reinforce brand identity and ensure stakeholders have a better understanding of what the organization represents. These messages will also generate key talking points.

Identification of Communication Channels

Based on the baseline survey results and stakeholder analysis, determine the most effective communication channels for disseminating key messages. Channels will be categorized into internal and external avenues to facilitate targeted communication. Examples of channels include newsletters, social media, webinars, etc.

Strategy Validation and Adoption

Develop a draft communications strategy for circulation among staff and relevant stakeholders for input and brainstorming. Utilize the feedback received to refine the strategy, culminating in a final draft for review and approval by the leadership team.