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Driven by Business Goals
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Measurable
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Evolving
A Strategic Communication is designed to achieve a specific business objective. Setting clear business objectives alters the way people approach communication projects. Without clear objectives, we have nothing to test our ideas against nor any way of measuring our performance or of developing the strategy to increase effectiveness.
What do you want to achieve?
"We need a brochure," is not a business objective, unlike "I want to increase sales by 10%," which sets clear goals and enables the client to ask challenging questions such as "How is communication this going to increase my sales by 10%?" Having established your objectives, you then need to have a clear offer or proposition, a compelling reason to use your service. Here are my critical success factors for effective business communications:
A communication is successful when it…
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is driven by business objectives
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provides a compelling reason to buy/use
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has a strong theme which is used throughout
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has appropriate positioning, style and tone
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has a clear and distinctive voice
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explains/reflects the market context
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has a narrative structure to carry people along
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shows the company/individual to be credible
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is concise and well written
Get all these right and you have the basis of a Communication Strategy.
