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Communications
Audits and
Strategic Communication Planning
When
we talk about our strategic communication planning services, we
often get a blank stare. Or if we're lucky, a cocked eyebrow
that says 'what in the heck is that?'
Strategic
communication planning is a roadmap to take you where you want to
go, and it generally starts with a solid Communications
Audit.
Let's say you want to take a road trip from New York to Los Angeles
with some friends. Lots of roads could take you there. But if you
have your trip mapped out, you'll have a much better chance of reaching
your destination — together.
Just
like on your road trip, the quality of your strategic planning is
directly correlated to your results — the better the planning
(and creative thinking) the better the outcome. Based on our experience,
we can guide you toward activities that will enhance your journey
and help you steer clear of danger zones.
For example, we consistently see three bottlenecks on the road to better communication:
- Internal
functions aren't defined and expectations aren't clear.
Is it a marketing, communication, PR, advertising or sales department?
Is the purpose to generate leads, sell to current customers, increase
overall awareness or some combination of these and other activities?
How will you measure success?
- Objectives
aren't SMART (Strategic, Measurable, Attainable, Realistic and
Tangible).
"To increase awareness that we are a leading solutions provider"
isn't a good objective.
- Positioning/Key
Messaging aren't strong enough.
One key element of positioning is giving up a certain element
of the audience. No one expects a radio station to cater
to all audiences, so why would your communication effort be expected
to do so?
Our
process is based on what we call the 4
D's of Effective Communication.
Our plans are created individually, but often include the following
marketing activities:
- Advanced
research methods
- Product
and service introductions
- Trade,
business and enthusiast media relations
- Trade
show promotions
- Industry
expert programs
- Crisis
communications
- Online
marketing
- International
communications
- Spokesperson
and media training
Call
904/246-7351 today to discuss how we can help.
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