10 Tips to formulate a Good Strategic Communications Plan

10 Tips to help formulate a good Strategic Communications Plan

One of the biggest downfalls I see in modern strategic plans for businesses and non-profits is the lack of a rock-solid communications plan. Communication should be one of the core foundations that you build your business on both externally, and internally. Having been in the media business for over 25 years, I have seen first-hand many organizations who have performed at very high levels with their communications strategies and many who have failed miserably. The non-profits and businesses that succeed with good communication strategies are ahead of the curve and position themselves nicely in a very competitive world. The following are ten key tips to consider when formulating an external communications strategy.

1. Control the message - It’s important that organizations really think through what they are trying to communicate to their audience before they publish. It’s not okay just to throw something on social media that could go viral or give off a negative vibe.

2. Make sure your message is grammatically sound and the copy is clean. A message that is not sound looks very unprofessional and could put a negative light on your business.

3. Know who your audience is and how to reach and target them. Don’t waste your money on wasted impressions.

4. Build your own organic data base and focus on growing it. This is a free source of advertising and can be very rich as your audience is often engaged.

5. Don’t send out too many messages. Try to find a balance so you are not annoying potential clients.

6. Make sure your message has value to the reader. No value equals no readership.

7. Look outside the box and network. Relationships with like-minded individuals is key in building a strong communications plan. Many of these individuals will have contacts and there is nothing more important than networking and growing these relationships. Don’t be afraid to pick-up the phone.

8. Don’t always try and sell something with your message. Readers enjoy and value good news stories and don’t want to always be solicited. It could also make you look desperate.

9. Make sure your message is consistent and aligns with all your platforms including blogs, social media, email, traditional media advertising and your website. They all need to work in unison.

10. Get some professional freelance writing help. If you don’t have solid writing skills hire a professional to write for you. Everyone thinks they can write but remember this is your image and money well spent.

On the internal communications front it’s quite simple - make sure your leadership team is communicating with your staff and key stakeholders on important issues. Staff simply value strong communication by its leaders. It also helps build team and momentum getting the organization to where it needs to go smoother and faster. You can’t go it alone, and there is nothing like finding out about key issues after customers or non-stakeholders. Through my experience as a senior leader, I found having monthly townhall meetings with the entire staff is a good way to communicate key issues and an excellent way to celebrate successes. Keep the sales meetings separate from the townhall meetings. Sales meetings are for the sales team and senior leaders, townhall meetings are for the entire staff.

External and internal communications strategies are key to running any successful business, or non-profit. Some leaders can be somewhat hesitant to bring a consultant in to help them make a “big picture” communications plan, but if you need support reach out to someone who has the experience to help your organization move forward. You’ll be glad you did!