developing smart communications strategies is where it all begins
Without a strategy, a communications program is doomed to failure. Too often, companies put tactics ahead of strategy: “We need a press release,” or “We need to set up a Facebook page,” or “We need to organize a special event.” Any or all of these actions may make sense, but not until it is clear what you hope to achieve by them, and not until you have considered the alternatives.
We see communications as a tool to achieve a certain objective. What behaviour are you trying to elicit (and from whom) – and do they need to take any intermediate steps along the way? This requires a complete understanding of your business model and what makes people tick:
Inevitably, we ask the question: Why? Why do we need a press release (or a Facebook page, or a special event)? The answer often leads us in interesting and new directions.
Ideally, we develop the strategy after meeting with key members of the leadership team and exploring with them the critical thinking that went in to their business strategy. In our view, the communications strategy goes hand in hand with the business strategy, and is usually a vital component of the business strategy.
If you feel that you are lacking a strategic vision in the way your communications program is being executed, The Lanes can help to put it back on track.