Issue #14 June 2010

In This Issue

  1. Putting the strategy into your strategic communications
  2. Planning for the post-GFC world
  3. Marketing PR
  4. Can we help you?

"The reputation of a thousand years may be determined by the conduct of one hour." - Japanese proverb

Putting the strategy into your strategic communications

Communications management is process creation. It has to bring three factors into balance: the messages, the media channels and the audiences.

Strategic communications provides a conceptual umbrella that enables organisations to integrate their disparate messaging efforts. It allows them to create and distribute communications that, while different in style and purpose, have an inner coherence.

This consistency can, in some instances, foster an echo chamber that reinforces the organisational message and the brand.  At a minimum, it prevents contradictory, confusing messaging to different groups across all media platforms.

The term "strategic communications" means more than just getting the right message to the right people...and so on. It also means ensuring that communication programs meet the objectives of the organisation.

My definition of strategic communications is the development, nurturing and strengthening of relationships with target audiences that add value to an organisation and help it achieve its organisational goals.

That value can be measured by shareholder value, human capital, customer service, market share or brand awareness. My definition is broad because strategic communications encompasses a wide range of functions. It is internal as well as external and responsibility should be shared throughout an organisation, from the front door to the CEO's door!

The full scope of developing a successful strategic communications plan goes from research through conception to implementation and analysis of results.

Generally, the goal is to:

  • Promote a "bottom line" favourable outcome
  • Reduce the cost of doing business
  • Support marketing/operational effectiveness.

 

"Actionable" is the key planning concept in that the strategic communications plan has the support of decision-makers and key implementers, and the plan can be implemented given the resources and culture of the organisation.

There is no simple way to define strategic communications. It builds a brand. It changes perception. It connects you, your company or your cause with people - and it moves them to action.

At Balfour Consulting, we look at your organisation from all sides, and we embrace your values and goals. Then, through a solid strategic approach, we build a plan that makes the most of your resources to achieve your goals. From message development and strategic planning to audience identification and tactical implementation ? we develop and deliver effective and powerful communications outcomes.

In essence, we shape the solutions our clients need to build awareness, inspire action, shift perception, create relationships and deliver results.

"The two words 'information' and 'communication' are often used interchangeably, but they signify quite different things. Information is getting out; communication is getting through." - Sydney J. Harris

Planning for the post-GFC world

How well is your business planning set up to deal with the challenges of the next financial year and beyond? Reliable economic forecasters are predicting increased growth in the Australian economy over the next five years.  This means your business should be factoring growth into the strategies you are developing to guide your key result areas over this five-year period. 

Maximising the value of an upswing in the economy is critical, because at this time there is considerable opportunity to expand your customer base and build market share.  Some of your competitors may be severely weakened from the fallout of the GFC and without the financial and human resources to respond aggressively to the opportunities that growth provides.  Your planning must include how to best gain competitive advantage and how to use this advantage to strengthen your position with your key target markets.

What you cannot afford to do is go with the flow and hope that your customers will remain loyal, no matter what.  Everyone is going to be in a hurry to claw back lost ground and improve their financial position, so the next couple of years will see some aggressive growth strategies being implemented. The winners will be those companies that have taken time to understand the post-GFC world, developed their strategies accordingly and implemented these strategies efficiently and effectively.  They will also understand the importance of working to preset targets and measuring performance across all areas of operation on an ongoing basis.

Good business planning does not need to be complex or laborious.  Businesses and other organisations only need five planning tools, which are:

  1. A Strategic Business Plan
  2. A Brand Strategy
  3. A Risk Management Plan
  4. An Operational Plan
  5. A Cash Flow Budget.

The first three of these planning tools guide and protect the business while the last two manage and measure day-to-day operations.  Once these tools are in place, reviewing and updating them requires only a few hours per year but delivers the means by which managers can control and measure operational and financial performance on a monthly basis.

If you need assistance in setting your business strategies and developing your planning tools, then Balfour Consulting can help.

"Be a yardstick of quality. Some people aren't used to an environment where excellence is expected." - Steve Jobs

Marketing Public Relations

Are you too reliant on paid advertising to communicate with your target market?  Is it time to consider the alternatives?

For marketers, PR is not a stand-alone function. It is one of the options that can be included in the broader marketing mix or marketing communications and should be integrated into the marketing plan.

There is potential for synergy between PR and other marketing elements, but it is important to understand the key differences between PR and other marketing activities, such as advertising.

The main difference is that PR, especially media relations through editorial coverage, brings credibility and third-party endorsement. It is cost effective but time consuming, and there is a risk you may lose control of the message because you are working through a third party - in this case the media.

Marketing PR does not consist of sending out an occasional press release or publishing an op-ed once a year. An organisation must treat marketing PR as important, strategic and a fully integrated function of the marketing plan, underpinning marketing directions and supporting the corporate brand.

"A satisfied customer is the best business strategy of all." - Michael LeBoeuf

Can we help you? 

Balfour Consulting Pty Ltd has a proven track record in the following areas:

  • Strategic planning
  • Community engagement and planning
  • Strategic management
  • Marketing and communications planning
  • Risk management
  • Feasibility planning
  • Facilitated planning workshops
  • Market and social research
  • Public relations.

For further information, contact us on (07) 4771 4566 or e-mail us as at:

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