Strategic Communication Starts Before the Message Is Written

Organizations frequently begin communications planning by asking a familiar question:

What should we say?

There is an important question that should come first:

What are we trying to accomplish?

A press release, advertisement, social-media post, direct-mail piece or website is a communications tool—not a strategy by itself.

Effective strategic communication starts by defining the objective and understanding the environment in which the message will be received.

Who needs to hear the message? What do they already know? What matters to them? Who else is communicating about the issue? What action or understanding should result?

Only after answering those questions should an organization determine the message and the channels used to deliver it.

That distinction becomes particularly important when an organization is dealing with a complicated public issue, introducing a significant initiative, managing its reputation or communicating with several audiences simultaneously.

The strongest communications programs also integrate channels rather than treating them separately.

Media relations can reinforce digital communications. Social media can support community outreach. Direct mail and email can reach specific audiences. Advertising can extend visibility. Branding can provide consistency across all of them.

The objective isn't simply greater exposure.

It is the right message, delivered to the right audience, through the right channels, in support of a clearly defined result.

That is the difference between producing communications and developing communications strategy.