The FAQ Series provides answers to frequently asked questions around different communications-focused practice areas.
1. What is a communications strategy?
A communications strategy is a roadmap that highlights the outcomes communications should drive by defining the objectives, audiences, messages, and priorities. It essentially shows how an organisation will use communications to achieve its goals.
2. Why does my organisation need a communications strategy?
Without a strategy, communication becomes reactive and inconsistent which can put an organisation’s reputation at risk. A good communications strategy will ensure that your organisation is effective in how messaging is shaped, stakeholders are engaged and it will provides a strategic approach to building trust for your organisation.
3. What is the difference between a communications strategy and a communications plan?
A communications strategy is a big-picture and high-level blueprint that sets the direction for communication. It defines the why and what (the strategic layer).
A communications plan outlines the specific actions that will be taken to bring the strategy to life. It specifies the how, who when, and through which channels (the tactical layer).
While you can create a communications plan without a strategy for tactical activities, it is ideal to have both a communications strategy and a communications plan because they work together.
4. What makes a communications strategy effective?
An effective communications strategy must be data-driven. It should be aligned with organisational goals, it should be clear and it must be measurable.
5. How do you measure the success of a communications strategy
Success is measured through outcomes achieved. This covers awareness, understanding, engagement, behaviour change, and organisational impact.
6. What framework can I use to create a communications strategy?
The strategic communications framework is one of the best frameworks to use to develop your communications strategy. You can watch this YouTube video to learn about the strategic communications framework.
Other models include SOSTAC (Situation Analysis – Objectives – Strategy – Tactics – Action – Control) or RACE (Research – Action – Communication – Evaluation)
7. Is there a template I can use to create a communications strategy for my organisation?
You can use this template to develop an effective communications strategy for your organisation.
8. I want to learn how to create a good communications strategy. Where do I start?
You can start by studying real-world strategies, take short courses, and practise by drafting strategies for small projects or internal initiatives. Take the Comms Strategy Course or watch the Foundation for Your Comms Strategy on YouTube to expand your knowledge.