What is a communications strategy?

Written By Collette Farley

When first studying communications, you learn that at their core, comms represent the effective transmission of messages from sender to receiver.

A communications strategy gives life to this concept by narrating the message, understanding who the receiver is and how to find them, and evaluating the most effective channels for message delivery.

Clarity and consistency are critical to ensuring that this interaction between people creates an impact. A strategy should be people-centric, even when focussed solely on digital channels and give a business voice, tone, and heart.  

Importantly, there is no single template for a communications strategy - nor should there be.

I’ve crafted strategies ranging from four to ten pages. Some frame the entire scope of a business, while others focus on a single project, respond to a challenge, prepare for foreseeable issues and crises, or seize opportunities.

Critically, a communications strategy is not created in isolation but works in parallel with the objectives of the business.

Laying strong foundations

Good strategy begins with research.

For existing operations, this includes a thorough audit of current communications to assess strengths, weaknesses, and opportunities. For new businesses, the focus can refine the target audience, understanding them and their specific needs.

During this phase, the size, scope, and structure of the strategy begin to take shape. Once the research is complete and challenge or opportunity articulated, the framework can be designed.  

While each strategy is unique, there are consistent elements:

  • Background: where are you now, and how did you get here? This section provides the context for your strategy.

  • Challenges and Opportunities: that fall within the scope that clear comms can support.

  • Objectives: define what you aim to achieve - change perceptions, reach new audiences, minimise risk or support business operations.

  • Scope: clarifying the parameters of the strategy and its implementation.

  • Audience Analysis: central to any great comms strategy, everything should stem from understanding and focusing on your audience.

  • Core Story Components:

    • Purpose: why does your business exist, and who are its most aligned people.

    • Approach: will your strategy leverage digital channels, media outreach, owned platforms, or a hybrid approach? Who are the spokespeople and what is their voice?

    • Key Messages: your story.

  • Plans and Initiatives: the tactical roadmap—what you will do, how it aligns with your goals, and why it will have impact. 

  • Implementation Overview: in a cascade, where does the strategy start and how will execution most effectively occur.

  • Measurement and Evaluation: define success, track progress, and adjust as needed to stay dynamic, relevant, and responsive. 

Stakeholder engagement  

Stakeholder engagement is a critical step in crafting a strong strategy, ensuring a stable foundation and the benefit of knowledge transfers through collaboration.

I find this one of the most enjoyable elements of development. Collaborating with founders and teams to articulate their vision and narrate their unique story are insightful and inspiring.

On resonance

Communication strategies truly shine when reflecting the uniqueness of the business and incorporating innovation and quirk.

Differentiation ensures your business resonates in your market and makes a memorable impression on your audience.

Vital to a good strategy starts where we began this blog with thorough research. Understanding your starting position will give you invaluable insights into a highly tailored strategy.

Your story

A strong communications strategy tells your story while ensuring your message resonates with the right people, at the right time. At its core is your unique vision - a story worth telling.

Ready to write or redefine your story?  We would love to hear from you.

Collette Farley