Developing a Communication Strategy
Your communication strategy can be specific or broad.
You may want to profile your company to potential investors or ensure the right messages are getting through to your employees. Either way the process of compiling your communication strategy starts with setting your objectives.
The communication strategy goals normally relate back to the company’s goals. If your company has the goal of generating awareness about your product, a communication strategy goal would be more specific. For example, your goals might be to raise awareness of your product amongst single parents in their first job.
It is important to clearly identify why each of your target markets would want to buy your product or service. Single out your unique selling point (USP) which is what sets you apart from your competitors.
Once you’ve identified your target markets, the objectives you have for each market, and your USP, the next move is to develop key messages that effectively speak to target audiences.
Next, you need to identify effective communication channels. How can you reach your target audience? Are they glued to social media or do they watch a lot of TV? Would you be able to reach them through a PR campaign that will be spoken about on radio or are you better off concentrating on a promotion in a shopping centre?
You will also have to detail the frequency of your messaging in your communication plan. If you’re running a radio advertising campaign, how long will it run for and when? How many social media posts do you plan to publish? Can you send an email to your audience weekly?
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