Ensure that you tailor your tools and activities to the level of time and human and financial resources available. In order for employees to appreciate how your business strategy is superior to your competitors,’ they need to be aware of what is happening in your industry.
1                       2                       3                       4                       5, (Least likely)                                                                                                  (Most likely). Giving your employees a sneak peek of yourself helps them understand that you’re human just like they are. The strategy should be final before creating materials or activities and implementing the program.

Your communications strategy should conclude with a section on evaluation. This should be a numerical or percentage change. However, your return on investment – in terms of brand-building and customer retention in the long run – will confirm that investing in your employees is the right choice. See the stakeholder workshop guide for detailed guidance on how to carry out a workshop.

Epidemics like avian influenza or disasters like an earthquake, The audience agrees that reducing the number of sexual partners is desirable; the audience believes that sleeping under bed nets is a hassle, Trying a condom once may be easy while using a condom every time one has sexual intercourse is difficult. May only increase intention to act. Give employees the big picture. Program theory to inform strategy development, Benefits and messages to encourage desired change, Communication channels to disseminate messages, Determine how their program wants to engage stakeholders and partners in strategy development, Apply communication strategy best principles to develop their own strategy, Identify roles and responsibilities for implementing their communication strategy, Nature and extent of the problem (extent and severity, desired behaviors), Potential audiences (characteristics, barriers and facilitators to change), Available resources (financial, human capital,), Communication environment (availability and use of communication channels, what other organizations are doing), Areas for programmatic improvement (if program already exists) or focus (if program is just beginning), Complexity, sensitivity and magnitude of the problem being addressed, Effectiveness of the suggested approach for the problem being addressed, Age, media and digital access, and other relevant audience characteristics, Strengths and limitations of each channel. This does not need to be very detailed, it acts as a reference and reminder for those using it in their work. Increased brand awareness is not only one of the most common marketing communication objectives, it is also typically the first for a new company.

make periodic visits to staff on the frontline. Start with the audiences that are the highest priority.

It may be difficult to transform a high-level corporate document into different forms of communication that will resonate with all your employees. What information do you need that you are not currently supplied with? Read our recent guide to policy engagement and influence, Toolkits | June 2014 | John Young, Louise Shaxson, Harry Jones, Simon Hearn, Ajoy Datta and Caroline Cassidy. It sets the tone and direction so that all communication activities, products and materials work in harmony to achieve the desired change. He has been a college marketing professor since 2004. Last, set the time frame for the expected change. ", “Now, much of the day-to-day running of the business — from scheduling to holiday management to approving timesheets— is done directly from the Deputy app.”, Sarah Aoki, Business Owner, Perfect Cleaning Solutions, 9 effective communication goals for your business strategy. This course of action means that your employees are more likely to return the loyalty you’ve demonstrated. Copyright 2020 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. In this fictional example, a charity providing advice and other services has looked at what its key stakeholders might be interested in: Another way of prioritising your audiences or stakeholders might be to ‘map’ them. Clear, consistent, and authentic communication is necessary to engage and motivate employees to invest in your business strategy. A business strategy can be a dull and static document. NCVO Knowhow offers advice and support for voluntary organisations. Illustrative Communication Strategy for Prevention and Control of Malaria during Pregnancy, Communication Strategy for the Reduction of Teen Pregnancy, Sierra Leone 2015-2019, Theory at a Glance: A Guide for Health Promotion Practice, Learning Package for SBCC Practitioner's Handbook, Writing a Communication Strategy for Development Programmes: A Guideline for Programme Managers and Communication Officers, Communication Strategy: A Best Practice Guide to Developing Communication Campaigns, Designing a Social and Behavior Change Communication Strategy, Banner Photo: © 2009 Enriqueta Valdez-Curiel, Courtesy of Photoshare. A smaller taskforce can detail and finalize the plan after all partners agree on the draft. ", "Deputy have allowed me to streamline the fortnightly payroll process.

So intuitive! Create a benefit statement using the following format: “if you [adopt x behavior, buy x product or use x service]…then you will [benefit in this way]…” It is best to develop at least three alternative benefits and pretest them with the audience to see which benefit resonates most with them.

What a fantastic and innovative tool. Your employees are the ‘face’ of your business. Create a positioning statement that names the behavior, product or service; the unique difference that sets it apart; and the benefit.

There are four broad categories of channels: Many communication strategies identify a lead channel and supporting channels. Identify several benefits the audience will receive from making the change the program is promoting. Review the theories included in the Resources section to gain an in-depth understanding of the common theories. A program theory provides a map for looking at the problem, designing interventions and evaluating program success. Consider and discuss the results carefully and use them to amend your strategy. For more in-depth tips on developing on a Press/PR plan, see section on media coverage. A crisis communications plan should be included in your communications strategy. You may want to include supplementary strategies for your web/online media presence, Press/PR Plans and direct marketing.

The profiles should bring the selected audiences to life by telling the story of an imagined individual from the audience. There are many theories used in social and behavior change. Employee communication initiatives can often be overlooked in favor of activities that have a more tangible effect on the business’s bottom line, such as marketing. Activities should be specific and related to each channel.

Is it more individual or social/structural in nature?

After all, to achieve success, strategic plans rely on the activities of many people in the organization -- not just the planning team. ", "Fantastic intuitive time keeping software which works hand in hand with Xero. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change. Sometimes, misconceptions develop in the market about your company, products or services. Make a list of approaches that would reach audiences and accomplish communication objectives.
Encourage managers to share these developments and insights with their teams in an easy to digest way. Drawing up a communications strategy is an art, not a science and there are lots of different ways of approaching the task. They could be focused on policy changes, for example have the key calls of your campaign been achieved? Another objective when communicating your business strategy is to facilitate communication in both directions. Not realistic since women are not ready to advocate. Involve key stakeholders from the beginning and ensure their meaningful participation. Her work has been published in "Entrepreneur," "Complete Woman" and "Toastmaster," among many other trade and professional publications.

This includes print, broadcast and online media. Message design cuts across all strategic approaches. You need to have that type of employee in mind when planning effective communication techniques for your business strategy. Deputy This is normally done through persuasive advertising, which involves emphasis of your superior benefits to the user, usually relative to competitors. Strategic activities and materials are more likely to promote change. Another objective closely tied to stimulating trial use is driving brand switching. These must match the audience’s needs and desires. The Press plan should link closely to the broader communications strategy. The figure below shows where four commonly used behavior and social change theories fall on the individual to structural continuum. Leigh Richards has been a writer since 1980. to in this article are of a general nature only and are based on Deputy's Specific, Measurable, Appropriate, Realistic, Time-bound. Top Tip: for each audience, there will probably be several appropriate communications channels.

High reach. Helps women see that there are others who approve of and use FP methods. A key communication objective is to motivate customers to buy. "Deputy" & "Star Device" are registered trademarks of Deputechnologies Pty Ltd. "Deputy has become a vital tool in the running of our business. However, if you neglect to allocate the necessary resources into embedding your business strategy, then your other customer acquisition and retention efforts could be in vain. Your communications strategy and communications plan should focus on delivering the communications objectives you set. They should ensure that your communications strategy is organisationally driven rather than communications driven. For each audience identified in your previous section, you should now indicate the most appropriate channels for communicating with them. In order for employees to appreciate how your business strategy is … Important NoticeThe information contained in this A Press/PR plan looks specifically at how your organisation aims to raise its profile through the media.

Previously worked with some women’s groups. Use your resources and timescales to set legitimate levels of expectations and outline the case for more dedicated resources.

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