What Is a Communication Strategy?

A communication strategy is your guiding framework—the roadmap that directs your actions, ensures consistency, and helps you achieve your objectives. It considers both internal and external factors affecting your organization (strengths, weaknesses, market trends, competition, etc.). The ultimate goal is to be more effective while optimizing your budget.

Steps to Build Your Communication Strategy

1. Define Your Communication Objectives

Whether it’s promoting an event, a brand, a product, or a company, your goals should follow the SMART method: Specific, Measurable, Achievable, Realistic, and Time-bound.
The idea is to set objectives that are realistic, with a deadline and measurable criteria.
Example: Increase sales from the website by 30% within 3 months.

2. Define Your Target Audience

Who are you speaking to?
What is their age, location, lifestyle, and set of values? What are their needs, habits, and hobbies? Which social media platforms do they use?
Be as precise as possible—and if you can, gather direct feedback from your audience to base your insights on real data.

3. Craft Your Message and Communication Angle

What do you want to say—and how do you want to say it?
Your message should be clear, include your value proposition (what makes your product or brand stand out), and offer proof points to support it.
Your communication angle reflects your positioning through tone of voice, editorial style, and design choices.

4. Choose the Right Communication Channels

Select channels that your audience actively uses and that fit your budget.
Consider which medium will be most effective—print media, TV ads, social media, your website, etc.

From your communication strategy will flow your communication plan—a detailed roadmap listing all the actions to implement, along with a timeline for execution.

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