You’re preparing for a Strategic Communications role. What are the most important things to consider?

1. First, get rid of that chip on your shoulder. You may have been a star performer in your previous position, just assume this is a different ball game altogether! 2. Patience is a virtue, start slowly, get aligned with the vision, mission, and objectives of the new organisation 3. Don't make any assumptions 4. Don't make the mistake of comparing your new home to your old organization. 5. Keep an open mind and learn to accept your new circumstances. 6. Be ready to change your assumptions and perceptions. 7. Assess the new organisation’s comms strategy and identify any areas that need improvement at an early stage. 8. Draft your own strategy. 9. Evaluate your team early and identify gaps to be filled 10. Avoid alienating key people.

How many times have you heard an influencer on social media say, “I don’t know who needs to hear this, but…”? Really? Then how do you know if your message will resonate with your audience? That approach is like throwing spaghetti on the wall and hoping something sticks. Get focused. Know who your audience is and craft your message in a way that will resonate with them. Don’t dilute it; direct it. ?? Remember, the most important person in the room is your audience, because they will determine whether or not your idea goes anywhere.

1. Know Your Audience The foundation of strategic communication lies in understanding your audience—knowing who they are, and what they need, want, and care about. To do this effectively, you must do audience analysis, and persona mapping to segment and profile of your desired target groups. For example, if you're working on a campaign for a new product launch, you might segment your audience into current -potential & industry influencers which would have different interests. Current customers seek updates , while potential customers need to be educated. The insight helps to draw apt communication. Or in case tech-savvy professionals, you might use data-driven insights on digital platforms- LinkedIn/Emailers

Make listening your superpower. While many of these roles are charged with managing external audiences, internal relationships matter. Take note of how the organization talks about its work and what motivates the colleagues who run units, such as policy or research, that provide content that will give you opportunities to promote the organization and thus achieve your objectives. This is especially important because you will inevitably identify changes you would like to make on your team and within the organization. The colleagues who have been there longer than you are likely to be more receptive to and supportive of these changes if you have made the effort to respect and acknowledge their contributions and experience.

This isn’t just about setting any goals, but defining clear, specific objectives that guide every piece of communication you put out there. Ask yourself: What’s the end game here? Are you looking to boost your brand’s reputation, increase engagement, or drive sales? Setting these targets early on helps keep your strategies focused and measurable. It’s like having a roadmap for your journey; knowing your destination makes it a whole lot easier to chart the course and track your progress. Without clear objectives, it’s easy to get lost in the noise, but with them, you can steer all your efforts towards real, impactful outcomes.

I would also like to emphasize or challenge everyone here. When do you measure? You can't measure everything but I think a lot of people and companies forget to sometime measure or set goal on simple things that can give loads of result (I'm thinking mostly in leads). For example: What is your startegy to attract the most amount of leads on events Whats your startegy on networking events Whats your goal on mingels (internal and external) Whats your goal on travelling (on the actual flight, train etc) I got one of my biggest customers just by talking to the person next to me on a 1h flight... Don't forget to measure the small things that can make great impact

Defining objectives set up your focus on what needs to be done and helps you ignore any distraction that doesn’t align with your objective. The objective must align with the overall communication strategy and also the evaluation metrics you’ve set at the end of the project you’re are working on.

In the current scenario of Digitalized world where majority of the marketing activities, dispensed online have the relatable measurable KPIs. Which helps to tweak or re-route the communication or the medium respectively. Having said that this channelises all the efforts towards the defined objectives.

Communication objectives should alway start at the underlying entrepreneurial rationale: How can communication support to reach a certain business related goal? An example: "The more customers are convinced that our introductory offer is a great deal, the higher the probability that they will enter a long term-relationship with the brand"; communication goal: "Convince customers of the greatness of the introductory offer." Subsequent hypotheses and goals can then be formulated. Starting at the logical foundation increases the efficiency of tactical planning and creative excecution later in the process.

Imagine you just spoke on a panel, on the topic of crafting effective trade policies. There were five other speakers. The session is over and people are walking out. What do you want people to remember? People may remember ONE thing you said – and at most, three things, if they took notes. So when you want your message to stick, focus on and repeat 1-2 key points. The point can be an actionable recommendation (invite small businesses to decision-making tables) or add nuance to a topic (small businesses in developing countries need more than access to internet, they need affordable data). Finally, use an analogy to paint a relatable picture (small businesses matter; while one drop of water may not make a difference, many drops break a rock).

Don't be afraid to repeat your messages over and over again. Repetition increases the likelihood of recognition. When people see familiar messages repeatedly, they are more likely to notice and pay attention to them.

'Good products need great messaging.' Crafting compelling messages in strategic communication is like painting a masterpiece. Your messages should be vibrant, captivating, and consistent, serving as the heart of your communication strategy. Think of them as the colorful strokes that bring your brand or initiative to life, inspiring your audience to action. To captivate your audience, tap into the power of storytelling, framing, and persuasion. Stories evoke emotions and forge connections, while framing shapes perceptions. Consider the context, tone, and language of your messages, tailoring them to your audience and platform. Trim your messages ruthlessly, focusing on three or four key points that truly benefit the reader.

“Message Mastery: Crafting Content that Connects” The messages you craft are the essence of your communication. They should be compelling, memorable, and impactful. Think of them as the narrative that weaves through all your communication efforts, telling the story of your brand or initiative in a way that engages and inspires your audience to take action.

To captivate your audience, harness the power of storytelling, framing, and persuasion. Stories evoke emotions and connect people, while framing shapes perceptions. Persuasion techniques like ethos, pathos, and logos appeal to logic and emotions. Context, tone, and language are vital; tailor them to your audience and platform. Eschew jargon, acronyms, and ambiguity, as clarity fosters understanding. Continuously test and refine your messages using feedback and data to ensure resonance and relevance. Remember, consistency across all channels strengthens your brand and fosters trust. When you prioritize clarity, emotion, and relevance, your messages are likelier to resonate and drive action effectively.

Identify the best channels to reach your audience. Whether it's social media, email marketing, or traditional media, selecting the right channels will maximize the impact of your communications.

Choose words carefully: what you say and don’t say matters. Always find a way to put your subject matter in the best light without overstating or over-promising anything.

Channel selection has become even more critically important considerations, as the intended audiences likely differ in medium and format.

Knowing the information environment of your target audience will help you select the channels you must use. Who or what are their trusted sources of information? Outside of the usual media or social media, trusted sources can be offline, such as community or religious leaders. Which TV or radio program do they habitually watch or listen to? Will an influencer really help you amplify your message or would it be detrimental and risky in the end? Understanding your audience's information environment and their media consumption will help ensure that you are not blindly choosing the wrong platforms.

Al seleccionar y utilizar los distintos canales de comunicación, debemos tener en claro que un peque?o error puede traer consecuencias perjudiciales. La calidad del mensaje, el contenido, la forma y el canal, deben ser coherentes e ir de la mano con los valores de la empresa o entidad. Si bien se pueden usar canales múltiples para llegar a mayor audiencia, debemos analizar los pro y contra de cada canal.

HOW and WHEN you deliver your communication is so often overlooked. I suggest thinking of any communication as a GIFT. So consider: 1. The gift: Is your communication positive or negative? 2. The delivery: How and when will it be best received? 3. The wrapping: What do you need to do to get yourself and your audience (whether a group or an individual) comfortable to receive it? Does this help?

“Delivery Dynamics: Communicating with Confidence” The delivery of your communication can make or break its effectiveness. It’s about timing, tone, and technique. Whether you’re presenting in a boardroom or posting on LinkedIn, the way you convey your message should captivate your audience and leave a lasting impression.

1. Clarity and Conciseness: Ensure your messages are clear, concise, and easily understandable to your audience. Avoid jargon and unnecessary complexity to facilitate effective communication. 2. Audience-Centric Approach: Tailor your communication strategies to resonate with your target audience. Understand their needs, preferences, and communication channels to deliver messages that are relevant and impactful.

Untersuche die Unternehmenskultur: Verstehe die Kultur und Werte deines neuen Arbeitgebers, um sicherzustellen, dass deine Kommunikationsstrategien und -Aktivit?ten mit diesen übereinstimmen. Dadurch wird man authentisch und erzeugt bzw. vermittelt das n?tige Vertrauen, dass man zur Zielgruppe aufbauen muss. Somit erreicht man eine bessere Bindung zum Publikum

From my experience, active listening breeds connection. Communication is a two-way street. Practice active listening to understand your audience's perspectives, concerns, and feedback. This not only fosters empathy but also builds trust and rapport. For example, if you're rolling out a new policy, encourage employees to share their thoughts and address any apprehensions they may have.

Evaluating your communications isn’t just a one-time deal; it’s an ongoing process that helps you understand what’s working and what isn’t. Are people engaging with your messages the way you hoped? Is your strategy driving the results you aimed for? Use tools and analytics to get a clear picture of your performance. This feedback loop allows you to tweak and adjust your approach as needed, ensuring your communications stay effective and aligned with your goals. Think of it as a reality check that keeps your strategy sharp and responsive to your audience's needs and preferences.

The best way to evaluate your communications is to put yourself into the shoes of the company owner: Each media Dollar spent is your Dollar. Each customer won is your customer. Each percentage point gained in brand awareness is a reason to celebrate. Did we make the right communication choices? How excactly did we acquire the customer? Don't act like a manager of communications, act like the owner of the company, and then start evaluating.

Messung und Auswertung: Implementiere Mechanismen zur Messung der Wirksamkeit deiner Kommunikationsaktivit?ten, um sicherzustellen, dass du den Erfolg kontinuierlich bewerten und optimieren kannst.

As pessoas costumam diminuir/subestimar métricas “óbvias”, quando o assunto é Instagram, por exemplo. Uma comunica??o que n?o gera o mínimo de engajamento precisa ser observada. Talvez tenha sido o horário (apesar de ser um indicador questionável atualmente), seria talvez o formato (carrossel, reel etc.), enfim. Avaliar o básico é fundamental, na minha percep??o.

Apart from the aforementioned factors to consider, another critical factor to consider is to invest in networking. Engaging with other industry leaders and people within the sector can go a long way to help you excel in this role. Doing this will help you gain more clarity on the role, gain insights on how they have been able to navigate their careers, failures and successes which can help to guide you on your path. It is also important to understand the sector you are in as well as the varied nuances and contexts within that industry which can help you leverage the needed skills and experiences to succeed.

Before anything else, listen. Try to assess the situation at hand first. That information will guide how you craft the following actions.

Understand the appetite for risk and opportunity, the willingness to take risk, anticipate, mitigate and respond to it. Assess not only whether plans are sufficiently thought through and resourced but also how the unplanned and unforeseen might be acted upon in a way that is agile, responsive and both strategic and tactical. Assess how expert and experienced leadership is in responding to change and adapting to it, how cohesive it is and how much it holds tension and difference, and still functions effectively, containing and transforming anxiety and turning challenge into opportunity.

Understand the organization and their goals Understand the industry/niche Identify and understand your audience; their language, their needs, the right channels, tools etc Use clear and straightforward KPIs Align plans with business objectives Measure and review effectiveness of campaigns/efforts.

Apart from the above, have you considered investing in your own personal brand? Treat yourself as the thought leader you build in your clients. Talk about your life experiences, case studies and career that has shaped you into the strategic communications professional you are.