Marketing and Communications STRATEGIC plan
Strategic communications planning is defined as communicating a concept, a process, or data that satisfies a long term strategic goal of an organization through a process of advanced planning, according to Wikipedia. The communications part of this process involves organizations creating content and delivering information to the general public, prospects, customers, shareholders, employees, journalists, producers, educators, researchers, and consumers. As communication channels have expanded through the evolution of digital and social media, the science of communications planning has also evolved. The danger of fragmentation, and haphazard communication, is greater than ever. Content is now king. Mapping that content to your intended audience, understanding how different audiences access and consume information, and using that information to determine which channels should be used to deliver that content is where the strategy comes in to play. Communications without the strategic part of the process is careless, unplanned, and ineffective-not to mention a waste of money. Communications without a plan wastes resources, embarrasses organizations, and fails to achieve any concrete goals.
What's Your Story?
Does your company research and develop products that impact overall survival and time to progression in cancer patients? Or does it give hope in a future where Dad will be there to walk his daughter down the aisle on her wedding day? Does your organization provide technology for the detection of food bourne pathogens? Or do you make it possible for families to eat healthy meals without the fear of children getting sick from salmonella poisoning?
The answer to all of the above questions is "yes." But let's face it, in each scenario, only one message is really going to reach people on an emotional level. In the age of channel convergence, where the lines between brand publishing, marketing and journalism are blurred, powerful stories make the difference between connecting with your audience or just contributing more white noise. Emotional connections matter more than ever before. Tell a powerful story, do it with relevant content, and pick your delivery channels based on your buyer personas.
Of course, messages will be different depending on whether your intended audience is business, professional or consumer. So it is important create messages for each audience that support the overall story you want to tell.
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