Setting Communications Objectives & Strategies
Written by PR Etc., Inc.
Published by Rockford
Register Star
Monday, December 4, 2006
As we continue our overview in developing a
strategic communications plan, it’s essential
to outline specific marketing objectives and
strategies. At first blush it may seem that these
items are identical, but each has very different,
specific purposes.
In a previous column, we discussed the importance
of developing communications goals that support
the organization’s overall business targets.
Now, it’s taking those communications
goals and breaking them down further into the
objectives which should be concrete outcomes
that allow an organization to quantify and evaluate
its activities.
Examples of communications objectives might
include:
-
Establish and/or enhance relationships with
three key media
- Attract highest-level skilled workers to
our organization and increase incoming resumes
by X percent
- Position company executives as experts on
three specific issues by confirming five speaking
engagements each quarter
Communications strategies
are those activities which provide your company
with the ability to achieve the objectives.
Some of these, based on the ideas outlined
above, may include:
- Implementing a proactive media relations
program to introduce our company and/or its
executives to three key media
- Developing/maintaining recruitment efforts
through our key messaging
- Creating a thought leadership program for our executives
To round out the marketing plan, in the upcoming
weeks we’ll discuss developing target audiences
and specific tactics to communicate to those
audiences.
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