To ensure that all messages from your company are aligned and support your business targets, you need a communication strategy.
Your communication strategy stems from your vision and business strategy. So we don’t need a week long workshop at an expensive conference center to develop your communication strategy.
Does your image support your vision?
First, we define what you desire comes to peoples’ mind when they think of your company. We call it ‘target image’, and it must be aligned with your vision.
Which themes do you need to communicate to fulfil your vision?
Next, we define three, four or five themes that are essential for you to reach your target image and fulfil your vision. You might already have defined these themes when you developed your business strategy. The themes must be aligned with your strategy, so the topics you put on the agenda are the same topics that your company works on to reach your business targets.
Which stakeholders are important?
Whom do you depend on to reach your targets? Customers, employees, suppliers, investors, authorities, the local communities, students – or someone completely different? A good communication strategy includes a stakeholder analysis. We identify the most important and defines what you want them to do.
Which initiatives do you need to start?
Now, we combine themes and stakeholders in a matrix. In each field we define the best initiative to communicate each theme to each stakeholder. Some initiatives will be similar, so in the example on this page, we probably don’t need to define 12 initiatives.
Once the matrix is filled out, you have an overview of which communication initiatives you need to start. This makes it easy to plan:
- What shall be communicated
- When shall it be communicated
- Where and how shall it be communicated
- Who is the spokesperson for each initiative?
Make it measurable
If you want to measure progress and effect of your communication, we can add indicators to each field. The method behind this matrix is the Balanced Scorecard, and we can work with objectives, actions and indicators for each field.
If you want to read the science behind this tool, take a look at my MBA Master Thesis.