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How can you use the four-step model of strategic communication?

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Strategic communication is the process of planning, delivering, and evaluating messages that achieve a specific goal or outcome. Whether you want to inform, persuade, or inspire your audience, you need a clear and effective strategy to guide your communication efforts. In this article, we will introduce you to the four-step model of strategic communication, which is a simple but powerful framework that can help you design and implement your communication plan.

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Eunice Asantewaa Ankomah, MCIPR, CDFP

Award winning PR & Communications Professional || Fintech || Digital Finance Consultant || ESG & Sustainability ||…

1 Analyze the situation

The first step of strategic communication is to analyze the situation that requires your communication. This involves identifying and researching your communication goal, your audience, your context, and your constraints. You need to answer questions such as: What is the purpose of your communication? Who are you communicating with and what do they need, want, or expect from you? What is the best channel, format, and tone for your communication? What are the challenges or risks that might affect your communication?

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Eunice Asantewaa Ankomah, MCIPR, CDFP

Award winning PR & Communications Professional || Fintech || Digital Finance Consultant || ESG & Sustainability || Digital literacy & Financial inclusion Advocate
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The four way model provide guidance on how to develop a communications strategy that will help you achieve results. By analyzing the situation, you get to understand what exist and perhaps not working. You get to review the message, the tone, the channel and make adjustments where needed. Your understanding of the issue from the analysis will now inform your message, channel and the evaluation process

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2 Develop the message

The second step of strategic communication is to develop the message that supports your communication goal. This involves crafting and organizing your content, choosing your language and style, and incorporating visual or multimedia elements if needed. You need to consider questions such as: What is the main idea or argument of your message? How can you support it with evidence, examples, or stories? How can you structure your message to make it clear, coherent, and compelling? How can you tailor your message to suit your audience and context?

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Rishu Anand Mridula

“Communication is a Superpower—Only a Few Possess It!” | IIT Bombay | Open to Connections and Collaborations | Curating a Network of Innovators | Offering Free Consultations on Communication Strategies and Generative AI
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1. Craft Clear Objectives: Define specific and measurable communication goals to ensure the message aligns with the overarching strategy. For instance, if the goal is to enhance brand awareness, the message should focus on highlighting unique brand values and offerings. 2. Tailor Content for Audience: Customize the message to resonate with the target audience, considering their preferences, demographics, and communication channels. For example, a message aimed at millennials might use informal language and incorporate visual elements for better engagement on social media platforms.

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3 Deliver the message

The third step of strategic communication is to deliver the message to your audience. This involves selecting and using the appropriate channel, medium, and technology for your communication. You need to think about questions such as: How can you ensure that your message reaches your audience in a timely and accessible way? How can you adapt your message to different platforms or formats? How can you engage your audience and invite feedback or action? How can you overcome any technical or logistical issues that might arise?

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4 Evaluate the results

The fourth and final step of strategic communication is to evaluate the results of your communication. This involves measuring and assessing the impact, effectiveness, and outcomes of your message. You need to ask questions such as: How did your audience respond to your message? Did you achieve your communication goal? What worked well and what could be improved? How can you use the feedback or data to refine your communication strategy or plan for future communication?

Using the four-step model of strategic communication can help you plan, execute, and improve your communication skills and projects. By following this framework, you can ensure that your communication is strategic, purposeful, and audience-oriented. You can also use this model to review and critique the communication of others, and learn from their successes or failures.

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5 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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How can you use the four-step model of strategic communication?

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2

3

4

5

1 Analyze the situation

2 Develop the message

3 Deliver the message

4 Evaluate the results

5 Here’s what else to consider

Strategic Communications

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How can you use the four-step model of strategic communication?

1

2

3

4

5

1 Analyze the situation

2 Develop the message

3 Deliver the message

4 Evaluate the results

5 Here’s what else to consider

Strategic Communications

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