Tuesday 22 November 2011
Be consistent: 5 tips for communication strategy
Do you have a dozen colleagues and a bunch of managers who watch your every move in communication? It might hit your confidence and leave you feeling unsure whenever you try to get the right message out. Everybody has an opinion on copy, image and message. Here are some tips to help you build a solid communication strategy that no one can touch.
Know the reason why. This might sound obvious but tons of communication managers do not know why their company does what they do. Watch Simon Sinek to understand ‘what the why’ is and how to define it. The reason why helps you not only in building a stronger brand but also in focusing the way you shape communication. This is where clear and effective communication starts. Write down the why and put it up where you can see it every day. Make it visible in your office. This will help you and your colleagues to focus on the core message.
Tell a story. It’s not coincidental that kids like bed time stories. Kids (and adults) alike are drawn to an intriguing story. When listening, people instantly connect the content to their own existence. It reaches the ‘heart’ directly. Make your why clear and precise. For example: Royal Boskalis Westminster used, “We move the earth to a better place” for years. Knowing they’re earth movers, this makes perfect sense — right?
If you need to get your story straight, you can ask us or ask Sam Horn for advice.
Plan your communication wisely. Mark on a calendar seven contact moments throughout the year, then decide how to use those contact moments: Article, Newsletter, White-paper, Direct Mailing or even a Christmas card. Calculate backwards how much time it will take to organise these and who will be responsible. Set up meetings specifically dealing with these moments. Think about how the content will match your story.
Read Verne Harnish’s Rockefeller Habits to get the full picture’. This is the most precise version possible.
Choose the right channels. Know who your target group is, where they hang out and what will trigger them. For example: It’s easier to get online traffic with online communication than with billboards. And communication on brand values require other channels than a straight forward sales campaign. The options are endless yet many managers decide without thinking. Remember: where you are influences outcome. Make a little ‘seeding’ schedule with your media of choice, research when the target group will be in contact with your brand or campaign. Are there other influences that could escalate or diminish your campaign; like the weather, day of the week, hour of the day or what’s in the news? Adjust where you can to ensure your campaigns desired impact.
Execute well. Your target group doesn’t know you have been putting so much effort into research and planning, they only see the end result. Once you have executed all these steps, ensure there is sufficient budget to execute the last phase to a high level. Be professional and use professionals. “Yes, we know your niece is pretty but can she act?” It will help your brand grow and your communication improve if you don’t falter at the final phase. Get the maximum value from your hard work in the initial phases, and deliver the complete package.
Be consistent: Consistency in communication will make your brand or product easier to recognise, to be remembered and referred to.
Learn by doing… there would not have been a car if we didn’t try to make a wheel.