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How can you help a leader create a strategic communication plan?

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Strategic communication is the art and science of conveying a clear, compelling and consistent message to your stakeholders, both internally and externally. It is essential for leaders who want to inspire, influence and align their teams, customers, partners and investors around a shared vision and goals. However, many leaders struggle with crafting and executing a strategic communication plan that reflects their purpose, values and priorities. How can you help a leader create a strategic communication plan that works for them and their audience? Here are some tips from executive coaching experts.

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1 Assess the current situation

Before you can help a leader design a strategic communication plan, you need to understand their current communication challenges and opportunities. You can use a variety of tools and methods to assess their communication style, skills, gaps and feedback. For example, you can conduct a communication audit, a stakeholder analysis, a SWOT analysis, a 360-degree feedback survey, or a personality assessment. The goal is to help the leader identify their communication strengths, weaknesses, threats and opportunities, as well as their communication goals and objectives.

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Charity McDonald ??
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In my experience using a SWOT analysis, personality assessment or GROW model to discover the goals of the strategic communication plan, it can help with determining next steps. This can lead to a more specified path of creating SMART goals and these more linear approaches can aid in starting the process. However, creating a success cycle is needed to grow in self-leadership. Knowing what beliefs, emotions, thoughts, decisions, actions, and results are desired helps as well.

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Amitabh Kumar, ICF-PCC, EMCC-SP

Executive, Leadership & Culture Coach ? Facilitator ? Consultant ? Languages
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In my view, assisting a leader in creating a strategic communication plan through Executive coaching involves a systematic approach. Together with Coachee we begin by conducting a comprehensive assessment of the current organizational climate, challenges, and opportunities. This involves analyzing existing communication strategies, identifying potential communication gaps, and understanding the broader context in which the leader operates. Different tools and approach can be used during this process. This provides clarity for coachee to work upon the solution and actionable.

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2 Define the target audience

The next step is to help the leader define their target audience and segment them according to their needs, preferences, expectations and motivations. You can use personas, empathy maps, surveys, interviews or focus groups to create a detailed profile of each audience segment. The goal is to help the leader understand their audience's pain points, desires, values and beliefs, as well as their preferred communication channels, formats and frequency. This will help the leader tailor their message and delivery to each audience segment and increase their engagement and impact.

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Amitabh Kumar, ICF-PCC, EMCC-SP

Executive, Leadership & Culture Coach ? Facilitator ? Consultant ? Languages
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Defining the target audience becomes vital for creating strategic communication plan for a leader. Thus I work with Coachee to clearly define the target audience for the communication plan. Also, together exploring and understanding their demographics, interests, and needs becomes important. Post that I encourage and challenge the coachee to further tailor the message to resonate with the specific concerns and priorities of the intended audience, ensuring that the communication plan is relevant and impactful.

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3 Craft the core message

The core message is the central idea that the leader wants to communicate to their audience. It should be clear, concise and compelling, and reflect the leader's purpose, values and priorities. You can help the leader craft their core message by using frameworks such as the message box, the golden circle, or the value proposition canvas. The goal is to help the leader articulate their why, what and how, and how they can solve their audience's problems or fulfill their aspirations. The core message should also include a call to action that invites the audience to take the next step or support the leader's vision and goals.

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Amitabh Kumar, ICF-PCC, EMCC-SP

Executive, Leadership & Culture Coach ? Facilitator ? Consultant ? Languages
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Selecting the appropriate communication channels based on the characteristics and preferences of the target audience is very important from delivery perspective. This could include a combination of town hall meetings, email updates, newsletters, intranet platforms, social media and many more. It is also important to consider the nature of the message and the best platforms for reaching and engaging with the audience effectively.

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4 Choose the communication channels

The communication channels are the mediums through which the leader delivers their message to their audience. They can be verbal, written, visual or digital, and they can be formal or informal, internal or external, synchronous or asynchronous. You can help the leader choose the most effective communication channels for each audience segment and message by considering factors such as reach, frequency, cost, feedback, tone and context. The goal is to help the leader select the communication channels that best suit their message and audience, and optimize their communication mix.

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5 Plan the communication activities

The communication activities are the specific actions that the leader takes to communicate their message to their audience. They can be events, meetings, presentations, emails, newsletters, blogs, podcasts, videos, social media posts or any other form of communication. You can help the leader plan their communication activities by using tools such as a communication calendar, a content plan, a communication matrix or a communication budget. The goal is to help the leader schedule, organize, coordinate and allocate resources for their communication activities, and ensure they are aligned with their communication goals and objectives.

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6 Evaluate the communication outcomes

The communication outcomes are the results that the leader achieves from their communication efforts. They can be measured by indicators such as awareness, understanding, interest, engagement, trust, loyalty, satisfaction, advocacy or behavior change. You can help the leader evaluate their communication outcomes by using methods such as surveys, polls, analytics, testimonials, feedback or observation. The goal is to help the leader monitor, track and report their communication outcomes, and assess their effectiveness and impact. This will also help the leader identify areas for improvement and adjust their communication plan accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Gina Martin, PCC

Gold Stevie? Award Winner for Mentor & Coach of the Year 2024 ?? Executive Leadership Coach at Leap Academy ??Start-up of the Year 2023 | Keynote Speaker | Organizational Consultant | ICF NYC President-Elect
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Start with the big picture/outcome, then work your way backward to ensure your communication includes the details and a clear roadmap. ?Access the leader's communication style and address any needs to adjust the style ?Create visuals to support the communication of the strategy ?Use concise and clear messaging ?Start with results, and benefits, then the how ?Include all key stakeholders A big part of communication is listening and being open-minded to feedback as you deliver your plan.

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Igor Vlacic

Helping you feel better and improve in challenging situations. Neurocoaching Expert | Strategic Communication | Political Consulting
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There are three phases of a strategic communication plan: 1. Orientation: collect all information and assess the situation; 2. Adaptation: Create a story, start your storytelling and arrange the narrative; 3. Calibration: once the story is out, start managing the campaign. Essentials: - Knowing who you are presenting in the story; - Framing of the deliverables - Narrative - how you tell your story will define the impact - Campaigning - PR is dead, a long-live campaign! The challenge is a market/target analysis. With a good analysis, you can make an ecological and very effective strategic communication plan.

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Benjamin Foo

Speak-Publish-Mentor to help people live intentionally with Purpose & Impact through their Work, Leadership & Authorship-Books // Author: iPOSSIBLE + Safeguard Your Family's Future
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Overall, the above are useful and practical contributions. Allow me to restate some essentials using key words that also cover the desired outcome from the communication and plan: ? Clarity - enlightens the mind ? Purpose - convinces the heart ? Care - motivates sacrifice ? Passion - personifies and exemplifies the message ? Delivery - enhances the effectiveness

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How can you help a leader create a strategic communication plan?

1

2

3

4

5

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1 Assess the current situation

2 Define the target audience

3 Craft the core message

4 Choose the communication channels

5 Plan the communication activities

6 Evaluate the communication outcomes

7 Here’s what else to consider

Executive Coaching

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How can you help a leader create a strategic communication plan?

1

2

3

4

5

6

7

1 Assess the current situation

2 Define the target audience

3 Craft the core message

4 Choose the communication channels

5 Plan the communication activities

6 Evaluate the communication outcomes

7 Here’s what else to consider

Executive Coaching

给文章评分

感谢您的反馈

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