Communication strategy
A communication strategy defines the relationship and perception an organisation wants to build with its audiences and how this will contribute to its objectives
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It sets out messages, criteria, channels and priorities. It should start from research and be coordinated with what the business actually does. Planning specific pieces and campaigns puts it into practice, but does not replace strategic decisions.
Topics
Frequently asked questions about Communication strategy
How do you turn a business objective into a communication objective?
Identify what change in an audience's knowledge, perception or behavior could contribute to the business objective. Then you can define how to observe that change. Publishing more content describes an activity, not the intended effect. Communication can contribute to a purchase decision, for example, but its outcome also depends on the offering and the experience; avoid attributing the entire effect to it.
How do you decide which channels a brand should be on?
The choice should start from the audiences you want to reach, the relationship you are seeking and the resources to sustain it. Consider what role each channel plays and how it complements the others. Being present in more places does not prove a better strategy. If you cannot explain what a channel contributes to the objective or how it will be managed, it is worth reconsidering whether it is needed.
Does a campaign's reach prove the message was understood?
No. Reach reports potential or recorded exposure, depending on the platform, but it does not prove understanding or a change in attitude. Evaluating those effects requires suitable indicators and methods, such as checking what the audience remembers or how it interprets the message. Separate what was published, the initial response and later results. That distinction helps detect whether the problem lies in reaching, explaining or generating a relevant response.