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Building a strategic communication plan

Communicators are often caught in a cycle of short-termism. 

This phenomenon occurs when leadership seeks strategic direction but, under pressure, defaults to tactical execution. 

A sense of urgency, combined with a misunderstanding of how much time and resources a strategic plan requires, leads to the prioritisation of immediate actions over thoughtful, long-term planning.

As a result, communicators are left juggling reactive tasks, which may feel productive but often fall short of the broader strategic goals. This leads to a misalignment between communication efforts and organisational outcomes. The consequences can be far-reaching, undermining the true potential of the communication function within the business.

Why Short-Termism Disrupts the Communication Agenda

Short-termism undermines the communication strategy, often with detrimental consequences. 

When businesses focus primarily on execution, they risk directing resources towards activities that do not align with long-term goals. This tendency to prioritise tactical, day-to-day work over strategy often leads to fragmented communication efforts, which may address immediate needs but do little to support the overarching business objectives.

Furthermore, placing excessive emphasis on short-term projects can lead to missed opportunities for building stronger relationships with stakeholders, aligning with business goals, and anticipating future needs. 

Communicators may find themselves caught in a reactive loop, responding to crises or immediate demands without having the chance to proactively shape the narrative. This imbalance can prevent the organisation from capitalising on its true potential in the market.

The root of the problem lies in a fundamental misunderstanding of the value of strategic communication. While tactical actions can yield quick results, they often fail to move the needle in the long term. This lack of strategic thinking can prevent an organisation from achieving sustained success and hinder its ability to navigate complex challenges.

The Power of Planning and Alignment

Recognising the importance of strategic planning can transform the communication function within an organisation. When businesses take the time to align their communication efforts with broader organisational goals, they can create a clear, consistent narrative that resonates with internal and external audiences. Strategic communication becomes an enabler, helping businesses stay focused on their objectives while building a strong, cohesive brand image.

Organisations that invest in planning and alignment are better equipped to anticipate future needs and proactively shape their communication strategies. By defining clear goals and objectives, communicators can ensure their efforts are aligned with the overall vision of the organisation. This alignment strengthens relationships with key stakeholders and enhances the organisation’s ability to respond to changing market conditions.

A well-structured communication plan helps to optimise resources, ensuring that both time and money are invested in activities that will generate the most value. It enables the business to maintain consistency and clarity across all communication channels, creating a unified message that reinforces the organisation’s mission and vision.

Shifting Perspectives: Helping Leaders Embrace the Big Picture

Communicators can take several steps to help leadership shift from a short-term mindset to a longer-term perspective. 

One immediate action is to present the bigger picture, emphasising the long-term benefits of strategic communication. By connecting communication goals with broader business objectives, communicators can demonstrate how long-term planning contributes to sustained success and growth.

A key part of this shift involves educating leadership about the value of strategic communication. By providing clear data, case studies, and examples of successful long-term communication strategies, communicators can help leaders understand the tangible benefits of investing in strategic planning. This can shift the conversation from focusing solely on immediate deliverables to considering the wider impact of communication on the organisation’s overall success.

Additionally, communicators should ensure that they are not just executing tasks but actively contributing to the strategic conversations within the business. By positioning themselves as trusted advisors, they can advocate for the importance of a well-thought-out communication strategy that supports the long-term goals of the organisation.

How Short-Termism Took Hold in Leadership

Short-term actions often overshadow well-planned strategies due to a combination of factors, including organisational culture, the pressure of immediate demands, and leadership’s tendency to prioritise quick wins. 

In many organisations, the need to see results quickly is seen as a sign of progress, making it easy to favour tactical work over long-term planning.

Many leaders may not fully understand the complexity and value of strategic communication. They may assume that communication efforts can be quickly executed without the need for detailed planning. This mindset often leads to a reactive approach, where communication is seen as a tool to manage crises rather than as a long-term business function that requires careful planning and alignment with organisational goals.

This approach can be driven by a focus on short-term revenue targets, quarterly results, or the desire to meet immediate stakeholder demands. However, without a strategic communication plan, businesses risk falling into a pattern of tactical work that lacks direction and ultimately undermines long-term success.

Three Steps to Building a Strategic Communication Plan

To create a successful strategic communication plan, communicators must first understand why it is essential. 

A strategic communication plan helps to define the organisation’s goals, outline clear objectives, and establish a roadmap for achieving those objectives. It ensures that all communication efforts are aligned with the company’s overall business strategy and enables the organisation to communicate consistently and effectively across all channels.

Define Clear Objectives
The first step in building a strategic communication plan is to define clear objectives. These objectives should be closely aligned with the organisation’s broader business goals. By establishing what success looks like, communicators can ensure that their efforts are focused on activities that will drive the organisation forward. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART) to ensure clarity and accountability. 

Develop a Unified Message
Once objectives are set, the next step is to develop a unified message that resonates with all stakeholders. This message should reflect the organisation’s core values and align with its mission and vision. Consistency is key to maintaining a strong brand identity, and every communication effort should support the overarching narrative of the organisation. A well-crafted message helps build trust and credibility, ensuring that the organisation’s voice is clear and consistent across all channels.

Monitor and Evaluate Progress

The final step in building a strategic communication plan is to regularly monitor and evaluate progress. This involves tracking the effectiveness of communication efforts, analysing data, and adjusting strategies as needed. Monitoring ensures that communication remains aligned with business goals and allows for continuous improvement. It also provides valuable insights that can inform future strategies and help the organisation stay responsive to changing circumstances.

By following these three steps, communicators can create a strategic communication plan that supports long-term success, fosters strong relationships with stakeholders, and ensures that the organisation’s communication efforts are aligned with its overall business strategy.

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