How do you align communication with strategy?

1 Identify your purpose

The first step to align communication with strategy is to identify your purpose. Why are you communicating? What do you want to achieve? How does it relate to your overall strategy? Your purpose should be clear, specific, and measurable. It should also be aligned with your audience's needs, interests, and expectations. For example, if your purpose is to increase employee engagement, you should consider what motivates, challenges, and inspires your staff.

2 Define your audience

The next step is to define your audience. Who are you communicating with? What are their characteristics, preferences, and concerns? How do they receive, process, and respond to information? Your audience may be internal or external, homogeneous or diverse, large or small. You should segment your audience into groups based on their relevance, influence, and relationship to your purpose. For example, if your audience is your employees, you should differentiate between senior managers, middle managers, and frontline staff.

3 Craft your message

The third step is to craft your message. What are you communicating? What are the key points, facts, and arguments you want to convey? How do you want your audience to feel, think, and act after receiving your message? Your message should be clear, concise, and compelling . It should also be consistent, coherent, and credible. You should use language, tone, and style that suit your purpose, audience, and channel. For example, if your message is to inform your employees about a new policy, you should use simple, direct, and positive words.

4 Choose your channel

The fourth step is to choose your channel. How are you communicating? What are the best ways to reach, engage, and influence your audience? How do you balance the advantages and disadvantages of different communication modes and media? Your channel should be appropriate, effective, and efficient. It should also be aligned with your purpose, message, and audience. You should use a mix of channels that complement each other and reinforce your message. For example, if your channel is to email your employees about a new policy, you should also use face-to-face meetings, intranet posts, and posters.

5 Deliver your communication

The fifth step is to deliver your communication. When are you communicating? How do you plan, execute, and monitor your communication activities? How do you overcome potential barriers and challenges? Your delivery should be timely, coordinated, and flexible. It should also be respectful, responsive, and professional. You should follow a communication plan that outlines your objectives, actions, responsibilities, and resources. You should also anticipate and address any questions, feedback, or resistance from your audience. For example, if you deliver your communication about a new policy to your employees, you should also provide training, support, and recognition.

6 Evaluate your communication

The sixth and final step is to evaluate your communication. How did you communicate? What were the results and outcomes of your communication? How do you measure and improve your communication performance? Your evaluation should be systematic, objective, and constructive. It should also be aligned with your purpose, message, and audience. You should use a variety of methods and sources to collect and analyze data on your communication effectiveness and impact. You should also use the findings and lessons learned to refine and enhance your communication strategy. For example, if you evaluate your communication about a new policy to your employees, you should also track their compliance, satisfaction, and productivity.

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?