Strategic communication for the win
Doing business involves continuously connecting with a huge range of people, both within and outside of an organisation, its industry and sector. From customers and consultants to suppliers and candidates, every touchpoint provides insight to who you are, what you do and why.
Within each of these is a message that complements other platforms (such as your website and social media channels), and deepens stakeholders’ understanding of your brand, mission and values.
Bringing a strategic lens to this space is an important tool for organisations of all kinds to advance their goals. Clear, consistent language helps you and your network tell your story with impact. And with a bit of effort and planning, valuable conversations can be created in places that may not yet be on the radar.
In Aotearoa, this side of business can often be taken for granted or left to chance. We’re not typically a culture comfortable with what can be perceived as self-promotion, but do readily celebrate locally-made entrepreneurial and business success.
As a key tool for such success, planning for strategic communication and stakeholder engagement can take a lot of the discomfort we might feel out of it, and unlock opportunities that can otherwise go begging. Put simply, it’s all about how you tell your story, to whom, when and why.
If you’re wondering how you’re tracking in this space, a good place to start is by asking yourself the following questions:
What is your message?
These should be clear, succinct, widely understood by your teams and consistently used across communication channels. They will evolve over time, particularly as you reach certain milestones, invest in specific goals, or as new risks arise.
Who are your stakeholders?
When was the last time you took stock of the wider environment you operate within? Who are the people and organisations that have influence on your objectives? Who do you need to connect with to advance your goals?
How will you reach them?
This depends on their interests, and any relationship or middle ground that might exist already. Which communication channels are already in place, are you attending the right events, and who’s responsible for what?
A core part of what we do involves helping our clients answer these questions and more. The answers form the basis of a plan that can be implemented and updated over time, helping organisations tell their story to the audiences that matter most.
Just like the way financial budgets, resourcing and succession plans add structure and security to teams and processes, communication and stakeholder engagement plans and programmes are a valuable part of any business’s strategic toolkit, and can help advance your goals in ways you may not yet realise.
