Communication strategy is a plan that provides the aims and methods of an organization’s communication activities with the public. It includes what exactly the organization wants to share with its audience, and how it can get adequate feedback from them. Communication strategy serves as the guide for all the public related communication activities of the organization. The preparation of a communication strategy should not be taken lightly by the organization. Communication strategies can make or break the organization. The right strategy will propel it forward at great speeds, while the wrong one may in extreme cases lead to the closure of the organization itself.
Here we taking the example of an hypothetical established organization, which is now struggling. It has launched a new soap, of which it wants to increase the brand awareness among the public. It wants to create its own space as a flexible organization which caters to public needs, and course corrects itself according to public feedback and requirements. The organization wants to convey that it is public centric, and focused on the long term, instead of short term profits.
The target audience is from teenagers to middle aged people of all genders and sections of society. The audience will react positively to the message, as there is need for no skin drying, scented soap on the market. The message will not be resisted as it is a non-controversial product which is fulfilling a gap in the current soap market. The audience likes interesting and catchy ways of communication, which are not too in your face. Feedback can be obtained through the usual platforms on social media, and also through emails and a toll free phone number. Periodic contents can be held on social media, and the most useful or innovative suggestions can be given prizes.
The following message to the public will serve all the above stated points. “Ever feel fatigued at the thought of coming home after a long day, having a relaxing bath, only to struggle with dry skin immediately? Or of smelling like chemicals instead of the soothing smell of a fresh bath? Then we are here to freshen you up. Created from our proprietary blend of natural ingredients, we introduce the first no skin drying, scented soap. Now no more dry skin and bad smells. Give your skin the softness it deserves, and the heavenly smell you deserve. From a company that puts innovation and satisfaction above everything. Queries? We are available on all popular social media platforms, and also by email. We are also available on phone, toll free.”
In today’s world, communication is of paramount importance. Organizations may create the best product in the world, but if the product and its advantages are not conveyed clearly through the proper channels to the public, it won’t sell, and the product will ultimately be a failure. Now, people are even more conscious about the organization’s image when they purchase its products. So, organizations have to communicate with the public in a clear way in order to safeguard its own reputation. Feedback is also of crucial importance. The organization must provide the appropriate platforms to the public, so that they can air their grievances and criticism, which will allow the organization to rectify itself. Without self-correction, the public will reject the organization.
Reference List
Raupp, J., & Hoffjann, O. (2012). Understanding strategy in communication management. Journal of Communication Management, 16(2), 146–161. https://doi.org/10.1108/13632541211217579
Thomas, G. F., & Stephens, K. J. (2014). An Introduction to Strategic Communication. International Journal of Business Communication, 52(1), 3–11. https://doi.org/10.1177/2329488414560469