Strategic communications can best be defined as the “art and science of delivering the right message, to the right audience, in the right way, at the right time.” This definition applies in times of optimism and times of crisis. Violate any one of these and you will have a problem.
Each client has their own set of goals to achieve. The audiences to whom they must communicate are different and the messages they must convey are different. For some clients, mainstream media might be a key audience but for others, industry media might be more relevant. For some organizations, investors are a critical audience but for others, an important audience might be donors.
The team at Orwell Grey knows the right questions to ask and never assumes to know the answers. The more we ask, the more we learn, and the more we learn about your vision, the more confident we are in our ability to craft a strategy that will take you where you want to go.
Crafting an effective communication strategy follows the same process as all strategic planning processes follow:
The first phase is called the Ideation Phase and it starts with a thorough discussion about your organization and your long-term goals. We spend a lot of time exploring the WHO, WHAT, WHERE, WHEN & WHYs that impact your organization.
The information gleaned from the Ideation Phase, serves as the basis for our strategic plan. This next phase is called the Strategy Phase where we interpret all we learned into a comprehensive long-term strategy that helps you look up and down, forward and backward. After all, to confidently move forward, you must know what’s lurking in places you might not see. Further, during this phase, we identify key objectives that must be met to incrementally advance us forward.
The third phase is the Implementation Phase where we begin the process of selecting and implementing the optimal tactics that should best position us to meet our objectives.
The key to any strategic process is feedback and a set time to review everything that was learned during the Implementation Phase. We call this the Feedback Phase. With new information learned from the Implementation Phase, and any updated organizational news, we then repeat the process by moving into a new Ideation Phase that incorporates all new and important information.
As the diagram illustrates, this is a fluid and holistic process that propels us towards our client partner’s vision.
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