Communication is an important aspect of any organization. It can be used to drive change within the organization. A strategic communication plan ensures that an organization uses its resources effectively to integrate all its programs, and efforts at public education and advocacy (Strategic Communications Planning, 2005). There are several steps to be followed when developing a strategic communication plan. In this paper, these steps will be discussed while examples of actions that can be applied at each step.
The benefits an organization can derive from a strategic communication plan revolve around its target audience. Apart from its members, an organization often targets the public with its strategic communication plan particularly when it comes to corporate social responsibility. The strategic communication plan can be used by an organization to create public opinion, reinforce it or change it (Gikaru, 2016). The success of failure of a strategic communications plan is determined by how the organization influences public opinion.
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Apart from reaching out to the public, the organization also stands to benefit from a communication plan. An organization’s strategic communication plan will allow it to focus its efforts on issues that matter while encouraging proactivity. The organization can establish a long-term view integrating its goals and missions. Financial support could be sourced using the same communication plan if it is realistic. Unnecessary conflicts are also avoided as the organization can handle them before they arise (Gikaru, 2016).
Steps in Developing A Strategic Communications Plan
Conduct Research on Existing Communication Infrastructure
An assessment of an organization’s current communication infrastructure is the first key to developing a better communications plan. A strategic communication plan is only good if it is based on facts (Potter, 2012). The organization must go out of its way to conduct research and analysis of its current communication infrastructure to determine its strengths and weaknesses and assess its target audience’s needs (Gikaru, 2016). This step may be likened to a communications audit.
A communications audit may employ different strategies. The organization can conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Using this analysis, the organization can determine the relationship it has with its stakeholders. It can also identify all communication gaps and opportunities it has not explored (Gikaru, 2016). The organization is also able to determine its communications capacity by determining how much of its staff time it is willing to dedicate to its communication plan (Strategic Communications Planning, 2005).
Establish Goals and Objectives
This step involves developing a strategic summary after conducting the communications audit. The contents of a strategic summary are often recommendations that highlight the goals and objectives an organization should set for its communications plan (Potter, 2012). This step helps an organization align its mission and values with its current events (Gikaru, 2016). Establishing goals and objectives is a crucial step for an organization as it gives it a sense of direction.
The organization can influence its stakeholders’ and audience’s opinion using its goals and objectives. Goals communicate an organization’s overall needs (Potter, 2012). Objectives are set below each goal and are the driving factors and must, therefore, signal desired outcomes from the communications plan’s audience (Gikaru, 2016). These objectives must, therefore, be SMART (Specific, Measurable, Attainable, Relevant and Time-sensitive). Goals and objectives communicate an organization’s vision for the future (Strategic Communications Planning, 2005).
Determine the target audience and stakeholders
An organization’s strategic communication plan should target two types of audiences. A primary audience is a group of people the organization seeks to change how it perceives the organization itself (Gikaru, 2016). This group includes the employees, community members, its customer base and government officials. A secondary audience is a group of people that influence the primary audience (Gikaru, 2016). If the primary audience is school children, then the secondary audience is the parents (Gikaru, 2016).
Develop a Frame
Once an organization has determined the audience it wants to reach it should develop key messages. These key messages act as the frame for the strategic communications plan and should resonate with the audience’s values and needs (Strategic Communications Planning, 2005). The key messages should also be accompanied by a “big idea” (Gikaru, 2016). The “big idea” could be a catchy slogan. This step enables an organization to deliver its messages consistently and coherently that can influence its target audience (Gikaru, 2016).
Develop a Strategy for Implementation
Once an organization has come up with a frame for its strategic communications plan, then it should find a way to communicate it. An organization can determine how to convey its key message by deciding on relevant communication media. However, an organization must first determine what resources are available to it for it to achieve its goals and objectives (Potter, 2012). Tactics that can be employed to convey an organization’s key message and ‘big idea’ include communication through social media, television networks, radios, or even emails.
Track and Evaluate
Implementation of the strategic communication plan is supported by its continuous assessment. An organization should track the progress of its communications plan to determine which of its objectives it has been able to achieve (Potter, 2012). This step should include indicators that are to be used in monitoring and evaluating specific outcomes (Gikaru, 2016). Tracking may involve searching news sites to determine what information is out there regarding an organization (Strategic Communications Planning, 2005).
Points of Consideration
There are key points that should be considered when developing a strategic communications plans. They include (Gikaru, 2016):
Always remember the employees as they are an organization’s key representatives. An organization must first create a sense of belief within itself before going out to seek another audience.
The communications plan should always be led by the top officials in the company. If the communications plan is supported by the top officials within an organization, the likelihood of its success becomes more apparent.
Conclusion
A strategic communications plan is the key to an organization’s success. It communicates to a target audience, focuses on their needs and influences their opinion about the organization.
References
Gikaru, L. (2016, January 25). Creating a strategic communication plan. Ethical Corporation . Retrieved 11 April 2018, from http://www.ethicalcorp.com/creating-strategic-communication-plan
Potter, L. (2012, March 1). The Strategic Communication Plan: An overview. International Association of Business Communicators . Retrieved 11 April 2018, from https://www.iabc.com/the-strategic-communication-plan/
Strategic Communications Planning. (2005). The Spin Project . Retrieved 11 April 2018, from http://www.panna.org/sites/default/files/StrategicCommunicationsSPIN.pdf
