Here's how you can align your strategic communication skills with organizational goals.

This reminds me of Sun Tzu’s Art of War, where you must know yourself. For a communicator this base principle sets you up for success and is step one always. For reference, say you are plotting a course through the mountains from a specific location to a specific location. Now imagine your planned and plotted azimuth is off by a few degrees at the outset, well by the time you reach the end of the movement you can end up with a huge variation. (This happens in the communications world often due to the inherent art within the profession) Honest assessment of the flow, philosophy, and goals of the organization are critical scene setters for an effective communication plan, where you presumably speak to that organization effectively.

This feeds off of a successful step one where you learn/know the organization inside and out. As you flesh out the way you are going to communicate(method, medium, market strategy) knowing which audience understands/responds to certain types of communication will ensure success. For example if you are communicating safety information to all employees you would likely frame the communication vehicle differently than if you were trying to speak to the board of directors about outreach efforts promoting company success/mission progress. Successful messaging is the type that feels effortless and authentic with a voice/visual story tailored to fit the nature of the strategic plan.

Es muy enriquecedor para los objetivos pensar en múltiples audiencias, más que sólo una. Las marcas siempre tienen algo que decir frente a distintos estímulos, y allí se encuentran con diversos grupos de interés. Tener claro <porqué vas a hablar, qué vas a decir y a quién le vas a hablar> permite alinear objetivos con audiencias, sin perder importancia.

Critically important to message development is the call to action. This is because it is the most important because the goal of messaging and communications is to motivate a feeling, thought, or action from a specific audience. That said, messaging which sounds corny/bad, probably is. If it would not come up in a natural way around the water cooler you should probably re-evaluate that messaging. (Play devils advocate and really evaluate what the receiver is experiencing) Audiences do not want to feel spoken down to or have their time wasted, so you must earn legitimacy of messaging through connection with the target audience. This phase may take the longest as you will really have to dig deep and know who you are speaking to.

La buena información permite tomar mejores decisiones. Comunicar "con amplificador" para llegar más lejos no siempre es lo mejor, a veces basta con hablarle a quien quiere escuchar para invertir en engagement. Comunicaciones que funcionan tienen mejores réditos que masivas sin destinatario, y para eso lo mejor es tener buenos datos que permita redireccionar, modificar el mensaje, generar conversación.

Uno de los momentos más importantes para documentar, aprender y compartir son las crisis comunicacionales. Como activarse, que herramientas son útiles y que prácticas son adecuadas. Ser experto en crisis es conocer métodos y prácticas, pero nadie está listo para una crisis, y ahí el aprendizaje continuo es vital