So, how can you plan your communication and avoid missteps?
Be organised and don’t leave anything pending or unplanned.
Here are the steps to follow:
Take the time to ask yourself this question. What impact do you want to achieve, what effects on your brand image, what positioning do you want to demonstrate, etc.? And, above all, how are you going to keep communicating for value without descending into a self-promoting or tone-deaf style of communication?
Do you know storytelling? What story are you going to tell to enhance your message? Will you need to rely on professionals if you don’t have the teams in-house for that?
These first two steps should not be neglected.
The budget comes into play in this equation. Not everyone can afford to invade television ad breaks. Be creative in line with the size of your company and its geographical scope. If you are a local association or business, don’t hesitate to work with local businesses. Don’t jump on the web for the sake of it; there may be better options to get started or, at least, ensure that you know what you want to achieve and where your audience is.
Production and execution
It’s time to shoot your video, write your articles, create graphic content, and so on. Find the right individuals or companies around you to help you build a valuable and professional campaign.
What are the results?
Take a seat and analyse the data. Did you get the expected results? Did you reach the right targets? Do you need to adjust your approach? There are many tools available to measure your impact on the web and social networks, the way people talk about you, etc. Use them and draw the appropriate conclusions.
Ultimately, planning communications is important but analysing the results and adapting is actually crucial.
You don’t sail a boat just by locking the rudder and trying to follow a straight line. You observe, move around, change path and validate direction using the stars, a map or a GPS these days.
The same goes for communication, don’t go sailing the rough seas without the ability to validate and change course as required.