It starts with a plan

I have lost count of the times someone has come to me wanting a newsletter. When I worked in-house for a large organisation, it seemed every department wanted one. It was as if they were the panacea to all communication issues.

Of course, they weren't. The majority went unread.

Don't get me wrong. Newsletters can be great - I'm writing this one - but the crucial point is that any tactic is not the place to start.

Think of your communications strategy as the all-important map that helps you determine where you’re going. You wouldn’t set off on a road trip without a destination in mind, right? The same goes for your communications. Without a strategy, you’re just taking random turns, hoping to end up somewhere good!

Strategy Comes After the Business Plan and Objective Setting

Before we get to communications, we have to discuss your business plan and goals. What are you trying to achieve? Is it growth? Raising awareness? Maybe you want to increase donations to a charity or sell more eco-friendly products.

Once those objectives are clear, the communications strategy kicks in. It’s about crafting the right message and figuring out who you need to talk to, how best to reach them, and what tone or style will resonate with them. This ensures everything you say aligns with your bigger goals and gets you where you want to be.

The Classic Tactics-First Trap

I’ve seen it happen more times than I care to admit. A business reaches out, and the first thing they want to do is start doing—whether it’s launching a social media campaign or sending out a press release. No plan, no strategy, just action.

One client, let’s call them "The Let's-Do-Everything-Now Company," was eager to boost their visibility. They immediately wanted to send out press releases left, right, and centre without considering who they were talking to or why. They were pitching journalists with all the enthusiasm of someone throwing spaghetti at a wall, hoping something would stick.

After a few conversations, I gently suggested we hit pause and step back. We developed a clear strategy, focusing on what they wanted to achieve and who their audience really was. And you know what? Once we had a solid plan, their press efforts started to pay off. They were finally getting the right coverage—and from media outlets that actually mattered to their audience.

The Success of a Good Strategy

On the flip side, let me share a little win about the power of strategy. I worked with a charity that had been doing amazing work empowering women, but their message was all over the place. They were going after every media opportunity without a clear plan and wondering why nothing was working.

We took the time to develop a focused communications strategy, clarifying their mission and target audience. Instead of trying to be everything to everyone, they zeroed in on their leadership programmes for women. We crafted stories that resonated, sent targeted press releases, and built relationships with the right journalists. The result? Their media coverage skyrocketed, and they attracted the attention of key funders and supporters.

Why It Matters

The moral of the story? Tactics without strategy are just noise. You need that strategy—your roadmap—to make sure all your efforts are aligned with your business goals and are moving the needle. So, before you send that next email blast or write that social media post, take a step back and ask yourself: “What am I trying to achieve?” Then, craft your strategy around that.

Trust me, it’ll save you time, effort, and probably a few grey hairs!

Please book a call if you are unsure how to put together a communications strategy. I'll help you through the process.

You can also check out this video in which I discuss how all the plans we have in business sit together.