Strategic Communication Planning
One of my passions is blending design and technology with the strategic communications planning. My personal view is that communication plans should be strategic in nature meaning they are integrated, orchestrated, and ongoing.
WHAT can your communications strategy do for you?
Saves time and energy
Maximize resources
Facilitates inclusion and consensus building
Focuses high level messaging
Identifies deliverables for ever stage
WHEN should you have a communications strategy?
1. 12-18 months prior to launch of initiative
2. When key elements of the high level messaging is known
HOW: Outline of a standard communication strategy:
Situation Analysis
Develop SMART Objectives (Specific, Measurable, Achievable, Relevant, and Time-bound)
Define Target Audience
Develop Key Messages
Develop Appropriate Strategies and Vehicles
Evaluate Your Efforts
Create a Timeline and Budget
Communications Strategy Development Process
Align communications to achieve business goals
Measurement is Key
Process
An iterative four step process used for the control and continuous improvement of processes and products.
PLAN: Determine Objectives, qualitative and quantitative research; and gather benchmarks.
DO: Key Performance Indicators (KPIs), determine lagging versus leading indicators.
CHECK: Selecting measuring tools, evaluate external landscape, and communicate results.
ACT: Make informed decisions about what is working/what isn’t and adjust communication strategy.
Key Resources
Institute for Public Relations, Dictionary of Public Relations Measurement and Research
Xavier, R., Johnston, K., Patel, A., Watson, T., & Simmons, P. (2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective. Public Relations Review, 31(3), 417–424. https://doi.org/10.1016/j.pubrev.2005.05.006
Grunig, James; Evaluation by Excellence in Public Relations and Communication Management, ISBN-13: 978-0805802276.
Where to start?
See what data the experts are already collecting: Forrester/Gartner, Nielson, Pew Research Center, Hootsuite, and Analytics.usa.gov.
Determine Types Of Metrics You Will Gather
Basic Output Metrics: Content, materials, and activities that you distributed.
Outputs -> Outtakes: What target audiences were exposed and how they reacted to it.
Outtakes ->Outcomes: Evidence of the effects of your communication on your target audience.
Reporting
“Next to doing the right thing, is to let people know you are doing the right thing”
Tips
Aggregate data into simple charts.
Pull out the highlights and explain to ‘so what’.
Explain metric terminology (Likes/shares/visits).
Know your data.
Look at under performing tools and re-evaluate your strategy.
Marketing Analytics Tools