A strategy is a plan of action designed to achieve a major aim. Business dictionary1 defined it as a method or plan chosen to bring about desired future such as achievement of a goal or solution to a problem. On the other side, communication is passing of message or information via a means from one end (person) to another. Interactive communication is engaging in dialogue; announcement is just giving out information and not communication. Communication involves feedback- that is why it is a two way path: “encoding” and “decoding”. The integration of communication and strategy which is an “art” breeds policies that address and express the aims, goals and objectives of an organization from the communication perspective, part of which depicts the kind of information to be disseminated and to whom it is to be shared; most importantly its means and approach.
DESIGNING COMMUNICATION STRATEGY
For a sector (Public/ Private) to have headway, a communication strategy must be created which will address:
Firstly, the audience in terms of analysis and identification. Who actually are the targets: Male, Female, Old, Young, Media outfit, Politician or the rank and file? Without aiming at the right audience, then the strategy is a waste of time.
Secondly, communication objectives must be clarified be it long term or short term objectives with the sole purpose of boosting the overall goal of business and organization. The communication objectives must be in sync with that of the organization taking cognizance of how the strategy will help in achieving the desired goal.
Thirdly, the information (content) to be conveyed and the channel of reaching the targeted audience are very crucial most importantly with the outburst of world wide web. A campaign to boost branding in local community is better carried out using a well-known publication in that area since it’s closer to the people. What is the essence of using social media to boost such brand, if the local remote area don’t even have better network? The result is that the publicity needed will continue to crawl through such approach. Message against maternal mortality should pop up more of causes, effects and prevention. The point is, the right content i.e. information with the right medium go hand in hand.
Fourthly, a framework (like storyboard) noting the objectives is needed for the execution of communication strategy and not just a plan rather, a framework with timing (realizable one of course). The framework will equally inform the decision on resources and budgeting. The wider the framework, the bigger the budget.
Lastly, there should be a “yardstick” for the measurement and evaluation of successes and shortfalls recorded in the strategy. Actions to resolve lapses should be articulate; clearly spelt out. The yardstick (in the case of product branding) could be in terms of people’s view and acceptability. A survey research in statistics is another platform to measure recorded observations and results.
Summarily, in designing communication strategy, the underscored facts must be addressed:
* Identification and analyses of audience
* Definition of communication objectives
* Clarity of message to be conveyed
* Utilization of appropriate channel of communication
* Method of evaluation of communication activities (i.e. result from strategy).
A communication strategy is a template that serves as a guide for the activities of the media/ public relation; such guide looks into the activities from the angle of information and communication. Above all, the strategy should be organizationally driven (and not just communications’ based) so as to achieve desired goals.
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