When thinking of communications, the focus can rest on flashy PR campaigns that generate a sizeable amount of coverage. And when the impact of the first campaign withers away another campaign is formulated create another wave of recognition!

Effective communications is about sustaining a momentum that builds, elevates or maintains the organization’s profile and help it achieve its business goals. Here is an ABCD (and E!) approach to make it happen:

Step 1: Align– understand what is your organization trying to achieve (business goals), where did communications fail or succeed in the past and what could be done better.

Step 2: Build– develop your plan to take you where you want to be and set metrics. Prepare the messages, content and formalize your processes.

Step 3: Communicate– engage with your audience and convey your message in their own language using tactics that they can relate to and channels they trust!

Step 4: Discover– did your message resonate! Did it manage to shape or change perceptions? Research in the form of audits, surveys or focus groups can tell you!

Step 5: Evaluate– revisit your plan, messages and tactics to bridge any gaps identified in the previous stage and engage again.

Communication is an ongoing dialogue between an organization and its stakeholders and never a stand-alone monologue!

It should be looked at as an organic function that adapts to the organisation’s evolution, market change, stakeholders’ perceptions and community needs.

– Tania Atallah, Account Director at H+K Strategies, Dubai

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