There is no doubt that proper communication and targeting specific market segments constitute a competitive advantage for a business. But how can this be achieved? What are the steps required for a business to upgrade its communication strategy?
Communication is a core skill for any organisation. However, communication strategies are not static and may need to change depending on the situation, the audience and the objectives. How is a business’s communication strategy adapted in order to achieve new goals?
Assessment of the existing communication strategy Before any changes are adopted, your current communication strategy should be assessed and its strengths and weaknesses identified. What are the main objectives and messages of the communication? The target audience, as well as the ways of approaching it, should be defined precisely. It is necessary to specify the channels and tools to be used, as well as to assess their effectiveness. What feedback and metrics are there based on the current communication strategy?
Clear definition of objectives Once clear answers have been given to the questions of the previous step, new objectives should be defined which will align with the organisation’s vision and mission. The new objectives must be specific, measurable, achievable, relevant and time-bound. For example, if the objective is to increase employee engagement, it must be specified how it will be measured, what actions are included, why it matters and by when it must be achieved. By setting such objectives, a clear and realistic communication plan can be created.
Who are the participants in the communication strategy The communication strategy should be tailored to the various stakeholders, that is, the individuals or groups that have an interest or influence in the business. Stakeholders may include employees, managers, leaders, customers, partners, suppliers, regulatory authorities, the media and others. It must be precisely determined who the stakeholders are, what their needs and expectations are, how they communicate and receive information, and what value and benefits the business can offer them. By understanding the stakeholders, it is possible to segment them and prioritise them so that messages and communication channels are adapted accordingly.
Selection of communication channels and tools Communication channels and tools are the means through which messages are conveyed in a targeted way and the business interacts with stakeholders. The choice of communication channels and tools should fit the business objectives and potential customers, while at the same time taking available resources into account. There are many available options, such as email, intranet, newsletter, social media, video, podcast, webinar, survey, chat, forum and others. Each communication channel and tool has advantages and disadvantages which should be assessed in detail. All channels and tools should be consistent, reliable and compatible.
Message development Messages form the core of the communication strategy and should be clear, concise and compelling. Messages should be in line with corporate objectives, the audience they address and the communication channel. The appropriate tone, style and language should be adopted for the purpose and context of communication that has been decided. A sound communication strategy should avoid jargon, acronyms and technical terms that may confuse or alienate the audience. The use of stories, examples and data could support the messages and increase their effectiveness. Include a call to action, questions and feedback mechanisms to encourage interaction and engagement.
Evaluation, improvement, adjustment Once the communication strategy has been defined and implemented, the person responsible for its execution must monitor and assess the results of the communication strategy in relation to the objectives and metrics. It is essential to collect and analyse feedback and data from stakeholders and the various communication channels. What worked well and what did not, and what can be improved or changed? At this point, we should note that the communication strategy must be flexible and adapt to changing circumstances, needs and expectations. By evaluating and improving the communication strategy, the achievement of corporate objectives is ensured and it is ensured that the communication strategy provides value to the company.
