Strategic Clarity for Communication Management

Robert Abbott
 


Visitors: 519

Over the past few weeks I’ve been developing plans for a communication project, a media relations campaign.

That’s prompted me to reflect again on the communication management process by which we transform communication ideas into operational activities.

For me, the communication management process has four phases: conception (strategy); development (tactics); operations (execution); and review (evaluation).

Coming out of the conception or strategy phase, I think it’s essential to have strategic clarity, which means a clear, focused objective (or objectives) that serves our ends, the ends of our audience, and allows for effective development and operations.

For example when I first started publishing newsletters, I didn’t look or ask for strategic clarity from my clients. The result? Newsletters that faltered, sputtered, and eventually lapsed. Clients had wanted newsletters because they thought a newsletter would be a good idea. Communication is good, right? But, communication without a well-considered purpose is largely ineffective.

Other clients, though, did know what they wanted, both for themselves and for their readers. They turned out to be good clients with lots of staying power. And they had staying power because they clearly knew why they were communicating, and had some sense of the results, even if those results couldn’t be measured.

To get strategic clarity, we first need to step back and ask some important questions. What do we want for the time, money, and perhaps other resources we’re committing? What is the objective? Now, go one step further and articulate that objective in terms of reader response. Write down what they will do if you successfully communicate with them.

Next, write down why they would do what you’re asking of them. It’s one thing to have objectives, and it’s quite another to serve readers’ objectives as well as your own. And, what’s the connection between your needs and the needs of the audience?

Does this sound like a lot of work? Well, can be. But, ask yourself how much value you get if you rush off and do something without thinking it through.

I’ve published two newsletters for my own company. The first went ahead quickly, with little strategic planning. Instead, I concerned myself with matters like color, typefaces, and so on. That was a mistake; the newsletter died after perhaps six or eight issues, and accomplished little.

Before I started my second newsletter, I carefully worked through all the strategic issues. In fact, I started on the newsletter project in May and didn’t publish the first issue until September. Of course, I didn’t work at it full time, but still a lot of hours went into clarifying the strategy.

And, it worked. More than five years later, I’m still publishing it, every week, and the newsletter still does the job it was developed to do.

In summary, your communication project has a greater chance of success if you take time up front to identify and articulate your objectives, as well as the desired reader responses.

Robert F. Abbott writes and publishes Abbott’s Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

(590)

Article Source:


 
Rate this Article: 
 
Learning Strategic Management Filipino Style
Rated 4 / 5
based on 5 votes
ArticleSlash

Related Articles:

Time Management at Work Why You Need Clarity

by: Carla Myers (July 16, 2008) 
(Self Improvement/Time Management)

Written Communication As A Strategic Initiative

by: Sally Bacchetta (December 30, 2006) 
(Business)

Gain Better Clarity with Time Management Plan

by: Bruce Markey (February 25, 2012) 
(Self Improvement/Time Management)

Communication Strategy During A Time Of Strategic Planning

by: Lee Hopkins (December 06, 2004) 
(Business/Strategic Planning)

Essential Business Communication of Your Strategic Plan Delivers Ongoing ..

by: Leanne Hoagland-Smith (June 02, 2007) 
(Business)

Strategic Management

by: Ismael Tabije (February 25, 2007) 
(Business)

Strategic Management

by: Sharon White (December 01, 2006) 
(Business)

Taking A Closer Look At Strategic Management

by: Charlot Fernandez (July 23, 2012) 
(Business/Management)

Strategic Supplier Relationship Management Process and Beyond

by: Jason Fong (July 17, 2008) 
(Business/Management)

Learning Strategic Management Filipino Style

by: Mike Go (December 27, 2006) 
(Business)