Author: Ester Riispapp, Strategic consultant, PR Partner
The European members of PR Boutiques International collaborate more with each year, with their work ranging from professional seminars and meetings to joint client projects. At the PRBI European Member Lab in June, we focused on strategic communications – a well thought out approach, in which the acts of communications support the goals of an organisation.
We have highlighted 5 key benefits of strategic communications for clients, but also for the communications agency that supports them.
1. Common understanding of the necessity and capacity for communication
The core question in communications is – what do we wish to achieve and why? In order for communications to contribute to the company’s goals, it is necessary to agree on the aims of communications – whether it is employer branding to attract the right employees, or reputation building to spark interest in investors etc. Why do we communicate?
2. Roadmap to achieve the goals
The said aim of the communications is the basis, which in turn determines the target audience, the topics we need to address, the messages and key positions, the spokespersons and the channels to reach the target audience and stake holders. Strategic communications means that these questions have been dealt with and we know the direction that we are heading – and we create a plan to get there!
With a proactive plan, we find ways to reach the people who matter to us, and do it in a way that is valuable to them.
3. Strategy saves valuable time for your client — and for us!
A communications strategy is a practical tool with a simple and clear structure. It is created in a collaborative way: the agency gets to know the client and the client’s field – and is therefore better prepared to advise the client. The organisation, in turn, gets a complete picture of its communications. Without a strategy, we will inevitably spend more time on ongoing discussions and back-and-forth information exchange.
In addition, it takes less time to write all kinds of texts because we have agreed on key messages, themes, priorities, etc. This means that press releases and commentaries are produced more quickly – with the bonus that they are also more substantial! Plus, as an agency, we are more successful at spotting opportunities when a topic comes up in the public opinion sphere where the client could or should have a say – we know the client and their focus thoroughly.
4. Messages, messages, messages
Once we have agreed on our key messages, we can easily use them in texts ranging from opinion pieces to social media posts. Additionally, spokespeople will then find it easier to prepare for and succeed in their presentations, as they will know the company’s key positions to take in both public and media appearances.
5. Leading and communications go hand-in-hand
Experienced leaders know that communications must be prepared in advance, in both decision-making and the management of change and processes. Through strategic discussions, the organisation’s awareness and the attentiveness to communications needs grow.
Key persons are more skilled in decision-making. They know that communications needs to be taken into account as early as at the decision making stage – how these decisions are heard and perceived, what kind of information people need most at the given moment and what questions they have, what their expectations and fears are.
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