6 things that undermine a strategic communications plan

Even if you get everything else right—the communication channels and tactics—these oversights can make your well-laid plans go awry.

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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.

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