Steps of Developing Communications Strategy

Objective of corporate communications is to match the organization to the environment it needs to work in. It is for the communicators to identify the main components of the environment and deploy their skills to build relationships with them. The communicators also have to keep in mind how particular strategies may affect relationship with key stakeholders. Their job is to create the right balance.

Communications strategy must be developed in communication with the highest level in the management. It must not be viewed as functional level strategies or campaign tactics. The process may be conducted predominantly through a blend of planning approaches and emergent behaviour and activities. It constitutes formulation of objectives to programmes and evaluation.

Though the process may seem linear, it is not. It is rather more flexible, cyclical and iterative, allowing the strategy makers to factor in responses to issues, crises or other environmental opportunities. ]

The process of strategy making in business organizations can be broadly segregated into four phases - strategic analysis, strategic intent, strategic action and evaluation, with each phase incorporating a range of activities.

Strategic analysis is focussed on understanding the strategic position of the organisation. Communicators use analytical tools to gather information about external environment as well as to get informed about internal strengths, weaknesses, values and capabilities of the organisation.

Strategic intent involves the formulation of strategic content. It defines the general pattern of actions to be taken for achieving the objectives. Options regarding actions concern the stakeholders and markets to target.

Strategic action refers to the overall strategic programme of the organisation along with successful implementation of strategy. Managers need to decide on the role communications would play in the corporate and market strategies for the enterprise. They also need to take a call on communication tactics.

Tracking and evaluation makes the final element in any communication strategy. Process effects gauge the quality of the communications programme, while communication effects take into account cognitive and behavioural effects on stakeholder audiences.

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Author of this article recommends India InfoMedia Pvt. Ltd., a company that stands out when it comes to public relation agencies in Delhi

Author of this article recommends India InfoMedia Pvt. Ltd. that is a leading name in perception management, corporate communications, and crisis management companies India.