Strategic Communication
| Category: Marketing Strategy | Date: 2003-10-28 |
"You can have brilliant ideas but if you can't get them across, your ideas won't get you anywhere."
Lee Iacocca
To translate a vision into reality requires the support of others. Good communication is a prerequisite to gaining 'buy-in'. Although conveying a strategy may not seem difficult, with a carefully developed communication plan, there is a better chance of making sure that everyone hears the message, and in a way that will build support.
THE PLAN
An effective communication strategy involves
- Identifying all of the target audiences
- Scripting consistent but customized messages
- Developing the skills, attitudes and goals necessary to succeed
Communication planning may sound like a big company concept, but itis just as important for a small business or an individual who will benefit from the support of others.
MISSED OPPORTUNITY
According to an article in the Harvard Business Review, it has been estimated that most organizations under communicate their vision by a factor of ten.
The following examples represent situations I see repeatedly.
- A senior management team invests weeks devising a new direction, and then fails to include certain business areas in the mission.
- A small business develops an exciting new product or service and doesn't think to tell their current client base.
- An individual with excellent credentials and experience fails to fully leverage their network during a career transition by not creating a communication strategy to get their message out.
INCREASE THE ODDS
At http://www.mapnp.org/library/plan_dec/str_plan/writing.htm you will find ideas on some great ways to communicate a strategic plan with employees, clients, partners, the community, the media, etc.
In a very exciting book, Jump Start Your Business Brain author Doug Hall shares his research-based ideas that correlate the probability of business success with the ability to effectively communicate the following three things to your targeted market:
1. Overt Benefit-What's in it for them
2. Real Reason to Believe-Why they should believe you will deliver on your promise (the overt benefit)
3. Dramatic Difference- How revolutionary and new-to-the-world is the combination of your overt benefit/reason to believe
"The communicator is the person who can make himself clear to himself first"
Paul D. Griffith
WHAT IT REALLY TAKES
Trust and credibility are important to hear in order to believe someone. People want to see consistency in words, values, vision and actions. If you are not being honest and genuine, your message will be
discounted or ignored.
- Listen for understanding and be empathetic to the feelings of your audience
- When you speak, your listeners are watching to be sure that your facial and body language match what you are saying.
- Practice writing and speaking, you will improve with practice
- Get help with tough communications. Try your ideas with friends and/or associates, they can provide a great perspective
- Simple is almost always better
About the Author
Helene Mazur, President of Princeton Performance Dynamics is a group facilitator and business coach helping her clients to achieve greater levels of success and personal satisfaction. She has 20+ years of leadership experience successfully implementing change in organizations. Helene has her MBA from NYU, CFP, Certified Professional Behavioral and Values Analyst. PHONE 609-924-9399
hmazur.ppd@erols.com
http://www.ppdbusinesscoaching.com
Lee Iacocca
To translate a vision into reality requires the support of others. Good communication is a prerequisite to gaining 'buy-in'. Although conveying a strategy may not seem difficult, with a carefully developed communication plan, there is a better chance of making sure that everyone hears the message, and in a way that will build support.
THE PLAN
An effective communication strategy involves
- Identifying all of the target audiences
- Scripting consistent but customized messages
- Developing the skills, attitudes and goals necessary to succeed
Communication planning may sound like a big company concept, but itis just as important for a small business or an individual who will benefit from the support of others.
MISSED OPPORTUNITY
According to an article in the Harvard Business Review, it has been estimated that most organizations under communicate their vision by a factor of ten.
The following examples represent situations I see repeatedly.
- A senior management team invests weeks devising a new direction, and then fails to include certain business areas in the mission.
- A small business develops an exciting new product or service and doesn't think to tell their current client base.
- An individual with excellent credentials and experience fails to fully leverage their network during a career transition by not creating a communication strategy to get their message out.
INCREASE THE ODDS
At http://www.mapnp.org/library/plan_dec/str_plan/writing.htm you will find ideas on some great ways to communicate a strategic plan with employees, clients, partners, the community, the media, etc.
In a very exciting book, Jump Start Your Business Brain author Doug Hall shares his research-based ideas that correlate the probability of business success with the ability to effectively communicate the following three things to your targeted market:
1. Overt Benefit-What's in it for them
2. Real Reason to Believe-Why they should believe you will deliver on your promise (the overt benefit)
3. Dramatic Difference- How revolutionary and new-to-the-world is the combination of your overt benefit/reason to believe
"The communicator is the person who can make himself clear to himself first"
Paul D. Griffith
WHAT IT REALLY TAKES
Trust and credibility are important to hear in order to believe someone. People want to see consistency in words, values, vision and actions. If you are not being honest and genuine, your message will be
discounted or ignored.
- Listen for understanding and be empathetic to the feelings of your audience
- When you speak, your listeners are watching to be sure that your facial and body language match what you are saying.
- Practice writing and speaking, you will improve with practice
- Get help with tough communications. Try your ideas with friends and/or associates, they can provide a great perspective
- Simple is almost always better
About the Author
Helene Mazur, President of Princeton Performance Dynamics is a group facilitator and business coach helping her clients to achieve greater levels of success and personal satisfaction. She has 20+ years of leadership experience successfully implementing change in organizations. Helene has her MBA from NYU, CFP, Certified Professional Behavioral and Values Analyst. PHONE 609-924-9399
hmazur.ppd@erols.com
http://www.ppdbusinesscoaching.com
Copyright © 2005-2006 Powered by Custom PHP Programming