Even if you have never heard of that term before, it is very likely that you already have a vague idea of what a communication strategy is. In short, it is a document that goes into great detail about how an organization is going to communicate with its target audience.
However, for that document to make any sense, you need to have a clear idea of what your business is all about. First, think about what you are trying to sell to your clients. What problems does your product solve, and why would anyone want to buy it?
Next, try to find your target audience. Who is most likely to care about your product? Once you answer that question, you will be able to create engaging content tailored to the needs of a very specific group of people. But why is it so important?
Well, it dictates how you will use your communication channels! Imagine that your product is a course meant for aspiring influencers that explains how to start a podcast. The language and the content you will use to convince them to buy the course will be much different from what a real estate company would use to convince their clients to buy real estate.
So, you know what you are selling and who your target customer is. What should you do next? To make it easier for you, we created a short guide on the best ways to build a brand new communications strategy. Take a look!
What Are the Objectives of Your Company?
Try to make a list of your company’s goals when it comes to public relations. It should cover both long-term and short-term goals. Its main purpose is to act as a reference for your employees, so it doesn’t have to be detailed! Instead, it should be concise and easy to understand.
Then, define objectives that will support all of these goals! While doing so, try to be more specific and explain what makes each objective relevant. For example, you might want to establish greater brand recognition in a certain industry. If you keep using the best sales tools, you’ll quickly attract new clients, which would make your business more profitable.
Such an explanation is quite easy to grasp, isn’t it? Once you describe all of your objectives in such a way, your employees will have a clear understanding of what they are working towards, which is quite important for their morale and motivation.
Who Are Your Stakeholders?
To make your communication strategy work, you should figure out who your main audiences are. Most businesses have lots of audiences they need to interact with. They might include your customers or potential investors, for example.
Obviously, each of these groups will be interested in different parts and activities of your organization. Because of that, you should tailor your messaging to your audiences. For instance, your customers would be interested in a discount code that they can use at your online store. Your investors? Not so much.
Keep in mind that internal communications are an essential part of a good communications plan. They might not be the main focus of your strategy, but still, they are quite important to building a great relationship with your team. So, remember to keep your staff and board members in the loop on what is going on inside the company!
How Will You Deliver Your Message?
Now, think about how you will reach out to your target audiences. Nowadays, social media services are probably your best bet. After all, they allow for sharing new information about your business, advertising, and interacting with your customers. All of these things are essential if you want to build brand recognition!
On top of that, you might want to list your resources. How much money are you willing to spend on advertisements? And does anyone at your company have any experience with social media marketing? If not, you might want to hire a social media manager.
Unlike someone who has no idea how Facebook works, they will be able to make your company sound more appealing and relatable, as well as successfully handle all interactions with your customers in the digital space.
All in all, building an efficient communication strategy might take a lot of time and effort. However, careful planning is crucial when it comes to such matters. It might be tempting to make things up as you go along, which seems far less time-consuming and cheaper. However, bear in mind that it’s also very likely to result in total chaos when it comes to the public image of your business.
Other than that, make sure to base your strategy on extensive research and realistic goals. Since you are the one who is responsible for the success of the whole communication plan, avoid being overly optimistic. Instead, prepare your team for any obstacles that might get in your way!
Thanks to such a realistic approach to the matter, your business is sure to be successful! Even if you end up making mistakes or failing along the way, having such a detailed plan will ensure that both you and your team will get back on your feet in no time!