Reading a couple of weeks ago the article by my colleague Pablo Gasull on the obsession of many companies to be in the media, and remembering that we already wrote about this more than 3 years ago, I return to the essence of our work as communication consultants: strategy.
In communication, disclosure is still essential. A branded content without context; a press release that does not even interest internal audiences; a press conference without content; a website that misinforms; an image that is not consistent with the raison d’être of the company, an unprepared spokesperson, an unmanaged crisis situation… Everything communicates, but, above all, it communicates, and very badly, the absence of strategy. Because it shows, when it doesn’t save lives.
Communication budgets are much more limited than marketing budgets; we know that. But so much money is thrown away…! Going out for the sake of going out, an obsession that in most cases is led by people who neither know nor understand communication, can end up taking its toll on an organization’s most valuable asset: its reputation.
What do we mean by communication strategy?
It seems a truism, but, just as there are (or should be) political, economic and health strategies… there must be communication strategies. Simply put, a communication strategy is a set of actions aimed at achieving a common objective based on coherent messages. We are talking about image and reputation. It is the roadmap that will direct all communication activity, understanding as such all those activities aimed at conversing with the public, both internal and external, of the organizations.
A communication strategy must be both accurate and realistic. Paper holds everything, and trying to establish an unattainable plan is as useless as it is absurd. We are often obsessed with setting goals that justify what we do and why we do it, forgetting that a sensible strategy simply has to reflect the company’s reality: what it does, how it does it, why it does it and with whom. It is to transmit messages that are thought out and aligned with your brand values and business objectives. Simple and at the same time tremendously complicated.
That’s why communication should never be underestimated. It is the hallmark of a brand, a project, an idea… How is it possible, then, that we launch ourselves into the folly of traveling without GPS?
Elements of the communication strategy
To implement a strategy there is only one thing to do: want to communicate well. If what you want to do is to tell your movie in a haphazard way, and if – what’s more – you don’t have the budget, don’t even bother.
But if, on the contrary, you are aware that communication is an essential value in your company or organization, be sure to draw the roadmap through a planned and realistic strategy that includes the following aspects.
Starting point
Put in black and white what is the real situation of the organization/company at the moment you face this task. Try not to fool yourself. If you have come out of a crisis badly, write it down; if your competition is gaining on you, point it out; if you are in a buoyant moment, don’t be afraid to be too self-congratulatory; if you are just starting out, be honest. Let what you collect be the truest reflection of the starting point – from the inside out – from which you are going to begin your communication journey. Also add the ‘what for’, not the ‘why’.
Objectives
Don’t try to cover the universe. Two objectives, three at the most, achievable, also realistic and taking into account the context and the reality of your organization.
Audiences
Who are you going to target? Is your plan a general strategic plan or are you clear that it is for a very specific audience? Customers, investors, analysts, employees, media… Analyze in detail how they are and what they need and how, from corporate narratives, you can achieve your communication objectives. If your strategy aims to cover all your audiences, detail them. Each one has its peculiarities and will determine objectives, channels, tools…
Key messages
It is also very important to identify the target audiences because this will be fundamental when developing key messages. Although every communication strategy has common messages, these must be adapted to the audiences and channels.
Context
You are not alone in the world, nor are you isolated. You belong to a country, to an international context, to a specific economy, to a specific sector; you compete with other companies, organizations and individuals; you are affected by regulation, politics and consumption… A good snapshot of the moment in which you face the realization of your communication strategy can be very valuable to land the task in a way that is as realistic as possible.
Channels
Let us be fully aware of the liquid world in which we live, where the boundaries between channels are non-existent. Communication is not controlled, it is managed, and for this it is essential to understand how each of the channels in which we want to act work and what they should be used for. To simplify the process we can organize them by:
- Own resources. These are all those channels that belong to us, that we manage ourselves and that depend solely and exclusively on our planning. It is curious because, in some cases, they are the least cared for, least managed and most abandoned channels. And, sometimes, they give an image that is the opposite or different from what we intend. Moreover, these media are essential for communication with internal audiences. I personally believe that these channels must gain prominence and become empowered. They can even become models of brand journalism, as in the case of Nobbot, the technological media par excellence directed by David Martínez Pradales, owned by MásOrange. Identify them and keep in mind that each of them will require a specific plan, a map of narratives, actions, resources and, obviously, budget.
- Every external communication strategy must consider the need to relate to the media through useful and truthful information. Be realistic: I repeat: useful and truthful information. Do not try to sneak your commercial messages into a press release. Journalists are not stupid and they can destroy a much-needed relationship for your organization. Here it is even more important, if possible, that you let yourself be advised by those who really know. And don’t insist when they tell you that the topic is not newsworthy.
- Paid media. Have a budget for branded content actions, round tables, debates, lunches, congresses, events, etc. that will help you to buy strategic communication spaces for your activity. But don’t just do it for the sake of doing it. Make sure it really serves your objectives and allows you to broaden your range of action, give visibility to your company and transmit the messages you have identified in the appropriate forums.
Spokespersons
Identify who will be the visible faces of your organization. It can be one (maximum representative) or several, according to specialization, responsibilities and knowledge. Collect it in such a way that the whole company is very clear about who is going to talk about what. Do not forget that everyone must be adequately trained. A lot of knowledge does not guarantee a good spokesperson.
Budget
It is not surprising that without resources it is very difficult for a communication strategy to succeed. You will need professionals who, although from the world of communication, belong to very specific specializations. If you are not clear about your objectives, don’t skimp or skimp; let yourself be advised by those who know. Otherwise, your strategy will only be a reflection of what you have bet on (if you pay with peanuts, you will get monkeys).
Phases and schedule
Distribute how you want to implement the strategy in deadlines and a realistic agenda with enough space to carry it out. Don’t be in a hurry to open the doors of your house. Put it in order first and then invite people in.
KPI
Set the milestones you want to achieve, also in this case realistic, and avoid the easy things. In communication, quantity is not as important as quality and that is where you should focus. Avoid big donkeys, whether they walk or not.
Why we need a communication strategy
I think it is clear that without strategy we are quite lost. Will we be able to reach our goal without it? I don’t think so, but what I am sure of is that it will cost you much more, you will suffer in the process and you will not arrive safe and sound. But why do we need it?
- Because it strengthens the sense of belonging for internal audiences and recognition for external audiences.
- Because it allows you to act much more accurately in the face of a problem or crisis, although there will always be a part at the mercy of uncertainty. You learn how to manage this too.
- Because it guides, advises and enriches the conversation with your audiences by being confident in your messages.
- Because it will allow you to save time and money by consciously implementing actions for a very specific purpose.
- Because, as everything communicates, it will help you to reflect the corporate culture and, therefore, to communicate beyond your words. We are talking about reputation.
In short. This communication is serious, very serious. Taking it as something anecdotal or irregular is serious because it can deeply damage the reputation of your company.
Count on the right professionals. Give them a voice and power to guide the organization along the right path, and count on the fact that good communication requires a good investment. The return is unquestionable.
