The term “strategic communications” is not just business jargon.
A well-designed communications plan is a strategic asset; it can boost brand value, enhance relationships with customers and partners, and build your reputation, while reducing inefficient PR and communications spending.
Assuming you know how to develop a plan that focuses on the right message mix, communications channels, and tactics, how can your plan fall short? Here are the most common ways:
It’s not sufficiently tied to business outcomes. Some companies still view communications as a service function within the organization, or even as a risk-mitigation resource like legal counsel. In other cases, the communications goals are identified as brand visibility. A strategic communications plan should have a different endgame—building or enhancing the relationships and values that lead to measurable business performance and growth.