Our counsel - strategic communication
An anomaly in business is that even brilliant leaders - sales, operations or financial geniuses - sometimes approach corporate communication in a haphazard way. They dismiss "PR" and do not plan or execute a strategy.
Our view is that activity without strategy can lead to confusion and misuse of resources. We urge companies, big or small, to develop clear communication strategies - and execute those plans for maximum benefit.
In counseling clients, Johnson Strategic begins by asking strategic questions that lead to good planning and consistent messaging. Business situations vary greatly, but we can offer a few starter thoughts ...
First, senior managers need to define business goals: desired outcomes in reaching out to people to build awareness and support.
Next, we need to identify and prioritize audiences - people whose approval or participation is essential - to focus the communication program.
Based on these audiences, leaders must agree on key messages: What information will be most useful and persuasive for these stakeholders?
Selection of the best tactics flows from these goals, audiences and messages. Often, companies leap to issue a news release or react on the evening news. They might be better served if a communication strategy guided their actions.
Bottom line: Effective communication engages the right audiences with the right messages and the right tactical steps.