What is a communication strategy?

Simply put, a communication strategy is a plan to achieve communication objectives. That sounds pretty straightforward, right? Well, actually not, there’s much more to it. Read on to find out how ICSC creates effective communication strategies that offer a tangible return on investment.

Success doesn’t happen by accident. It is almost always the result of a sound strategy that is implemented with intent – at the right time. Communication is no different; if you want to communicate successfully, you must plan in advance. You must know what you are going to say, at what time, and via what medium. This is where ICSC offers invaluable advice to companies. We can ensure that your messages are consistent and clear and that communication isn’t a haphazard, last-minute effort.

Here is a closer look at what a good communication strategy should entail:

  • A detailed needs analysis should be performed to determine the goals of your communication campaign. Which messages need to be communicated to which audiences at which times? “We have in-depth discussions with clients to discover what they want to achieve in the business or the project. We basically ensure that we become ‘part’ of the organisation in terms of our understanding of the strategy and business objectives. This allows us to create a strategy that connects all the dots in the project or business concerned,” says founder and CEO of ICSC Ilse Cilliers.
  • Strict adherence to project management principles will ensure that communication initiatives run according to strict deadlines to ensure timeous implementation of communication. Responsibility should also clearly be allocated to the various parties involved.
  • A wide range of communication solutions, using different mediums, will ensure maximum reach within your target audience. Younger audiences may prefer messages via social media, older audiences may prefer printed material. A good communication strategy will cater for the needs of both audiences.
  • Customised communication tools meet the specific needs of each organisation and provide you with feedback on which communication initiatives have worked best. Data analytics tools allow ICSC to report back on which content was most popular and highlight areas for possible improvement.
  • A people-centred approach considers the HR implications of business strategies and tailors communication accordingly. What are the implications for staff members, and how will they perceive these changes? In light of this perspective, what should you be telling them? “Employees typically want to know what’s in it for them and how they fit into the bigger picture. Only then can they be asked to contribute towards the success of the project or initiative. Simply imposing a new mission or vision on them doesn’t work,” says Ilse.
  • Full implementation of the strategy is vital. This differentiates ICSC from the rest. We won’t simply tell you what to do – we’ll make it happen too, down to the finest detail.

ICSC can create a complete communication strategy that is aligned with the needs of your business or project. To find out more, get in touch with us at ilse@icsc.co.za or call (021) 976 1918.