strategically organised communication: why, what and how
DESCRIPTION
Communication happens every day but only strategically organised communication will help you reach your goals, build a strong brand and basically — get all your ducks in one row. So — how do you create it? See this well illustrated and clear field guide for everything you need to know to organise your communication more efficiently.TRANSCRIPT
Strategically organized communication
What it is and what sense does it make
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Communication is constant and endless. It goes on every day — all day.
It happens organically.
Why do we need strategy?
The problem is that every day communicationis naturally chaotic.
Sometimes even controversial!
But chaotic and controversial communicationcan harm your goals and image.
If we are talking about goals,
the word “strategy”
is completely in place.
Russians have a fairy-tale about swan, fish and cancer pulling the same carriage.
The only problem was that each of them pulled it in different direction.
It’s a story about action without a unified goal
or strategy.
The task of a strategy is to organize!
Strategy must explain how we will get
from A to B.
Strategy is a detailed plan for victory —how we will beat the competition
and achieve our desired goal.
Organizational communication can be divided to internal and external.
External — to createthe right public image.
Internal — to unite the workforcefor realization of management’s vision and achievement of common goals.
Public image is important because it acts like a magnet —
it attracts workers, clients and partners.
If communication will not be organized strategically, different people will get different idea.
External or internal communication are just two sides of the same coin.
That is why our core communication strategy must be aligned to both.
Sometimes people write a hundred pages of strategies.
sorry. it just does not work.
Sometimes people write a hundred pages of strategies.
No wonder people get confused just by hearing the word “strategy”.
It seems that “strategy” is something super-wise, abstract and overcomplicated.
But that’s so wrong!
Only a strategy that’s short, logical, simple and understandable can be effective.
If strategy will be complicated and tangled people will not be able to understand and remember it.
They will not be able to follow it.They will not be able to carry it out!
But what good is from the strategy that’s being ignored?
The most important task of a strategy is to be practiced.
If something is too complicated to be explained in a few words or sentences —
it will not live.
Strategy that is not understood and believed,that is not able to live in peoples minds...
is useless... ...and will die!
A powerful strategy is one that’s live and kicking.
Strategy is not what’s written on paper.
Strategy is what you do every day!
Just like the biggest trees grow from the smallest seeds...
...a strategy doesn’t have to be gigantic to create a great effect.
The main and most important thing is that it should be able to take the root!
Besides — weak strategy implemented passionatelyis much better than powerful strategy
implemented indifferently.
So much more important than defining the strategyis its implementation in life.
To implement a strategy means that people understand and act accordingly to it.
Ideally — when strategy becomes the beacon
and leitmotiv in everything.
Implementation of strategy in organization is like fine-tuning the orchestra before the concert.
So that everyone is on the same tone, so that everyone plays the same masterpiece.
And that everyone knows its place in the common harmony.
Clear strategy gives clear direction.
It tells where we want to be, what are our goals,
where we are heading and how we’re going to get there!
Strategically organized external communication
creates clear, unified, focused and cohesive image.
Strategically organized internal communicationunifies workforce and aids organization
to achieve its goals faster and more efficiently.
To create a strategy is like to solve an equation.
First, one must clearly know the goal — what you want and where you want to get.
Second, one must understand its current position. What you have, how are you perceived,
what people think of you.
And at last — environment must be evaluated
(competition, clients needs etc).
A strategy is the plan for reaching the goal.
If there is no goal, or if it’s not real or clear enough — what talk can there be about any strategy?
You may know where you want to get, but if you do not know
exactly where you are now — map wont be of any help.
To set the route, current positions
must be evaluatedvery realistically.
Understanding the business environmentis critically importent in order to create an effective strategy.
Sure, strategy must be a logical scheme, a rational idea that tells us what to do
in order to outperform competition and achieve a goal...
But fear no creativity in the process
of strategy creation!
What matters is that the final idea resonateswith the rational criteria
and goals that were set
at the beginning.
The main task of communications strategyis to explain using what PR, marketingand advertising tools we should use
in order to create the right image in peoples minds. The one that will promote the achievement
of organizations goals.
Strategiesdo not emerge from nothing.
They are created and then —
implemented.
Smart strategy can do miracles.
After all — strategy is a plan and a schemehow to achieve the goal.
...what’s your strategy?
