{"id":30848,"date":"2024-11-13T08:41:46","date_gmt":"2024-11-13T07:41:46","guid":{"rendered":"https:\/\/agenciacomma.com\/uncategorized\/strategy-the-backbone-of-communication\/"},"modified":"2024-11-13T08:49:09","modified_gmt":"2024-11-13T07:49:09","slug":"strategy-the-backbone-of-communication","status":"publish","type":"post","link":"https:\/\/agenciacomma.com\/en\/corporate-communication\/strategy-the-backbone-of-communication\/","title":{"rendered":"Strategy: the backbone of communication"},"content":{"rendered":"

Reading a couple of weeks ago the article by my colleague Pablo Gasull on the obsession of many companies to be in the media<\/a>, and remembering that we already wrote about this more than 3 years ago<\/a>, I return to the essence of our work as communication consultants: strategy.<\/p>\n

In communication, disclosure is still essential. A branded content<\/em> 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’\u00eatre 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<\/a>.<\/p>\n

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.<\/p>\n

What do we mean by communication strategy?<\/strong><\/h2>\n

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<\/strong> 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.<\/p>\n

A communication strategy must be both accurate and realistic.<\/strong> 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.<\/p>\n

That’s why communication should never be underestimated<\/strong>. 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?<\/p>\n

Elements of the communication strategy
\n<\/strong><\/h2>\n

To implement a strategy there is only one thing to do: want to communicate well<\/strong>. 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.<\/p>\n

But if, on the contrary, you are aware that communication is an essential value in your company or organization<\/strong>, be sure to draw the roadmap through a planned and realistic strategy that includes the following aspects.<\/p>\n

Starting point<\/strong><\/h4>\n

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’.<\/p>\n

Objectives<\/strong><\/h4>\n

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.<\/p>\n

Audiences<\/strong><\/h4>\n

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…<\/p>\n

Key messages<\/strong><\/h4>\n

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.<\/p>\n

Context<\/strong><\/h4>\n

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.<\/p>\n

Channels<\/strong><\/h4>\n

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:<\/p>\n