Strategic Communication


Diesen Text schrieb Frank-Martin Hein.
Er beschreibt sehr gut worum es bei Werbung eigendlich geht.

When thinking about any form of communication with stakeholders such as customers, colleagues or potential clients, you must ensure your message is as effective and meaningful as possible. To achieve this, there are some key factors you should consider every time. Put simply, these are ‘who, what, when, where and why?’

Who – or, know your audience

Before drafting any piece of communication you should be very clear on who you are communicating to, as the demographic of your audience will influence every subsequent decision you make about the what, when, where and why.

What – or, be clear on key messages

It’s easy to jump right in and start drafting your document but wait! Some time spent thinking about the key messages you want to get across, before you start drafting, will help you write a more coherent and understandable document.

When – or, get the timing right

The time that you communicate something can sometimes be almost as important as the content. Imagine this scenario – you are sending out an email message to a group of office workers about a change in an important process and it’s critical that they read it, understand it and then implement it immediately. Do you send it out at 4.55 on a Friday afternoon? Or is it better to go out at 9.30am Monday morning? Timing is critical in increasing your chances of having your communication read and understood by the right people.

Where – or, pick the right channel

There are many ways that you can communicate with people – email, website, newsletter, face-to-face, via social media and by phone. Think very carefully about the right channel to deliver your message. A potentially life-changing announcement, such as a company restructure or redundancies, is best given face-to-face. Less emotive issues, such as a regular sales update, can be done by email or website. If in doubt, why not ask your audience how they would like you to communicate with them?

Why – or, don’t waffle!

Think about why you are communicating. Do you actually have something to say and are you saying it clearly? People often mistakenly think they should communicate regularly regardless of whether they have anything of substance to communicate. Don’t communicate just for the sake of it, you risk alienating your audience and then when you do have something important to say, they won’t be listening.