Towards an Effective Communication Strategy

Taking Stock: The Communication Balance Sheet

Before defining a robust communication strategy, it's essential to assess the current situation. A thorough evaluation can be carried out using these key indicators:

1. Internal Information Analysis

Quality & Quantity: Measure the effectiveness and reach of internal communication.
Audience Expectations: Understand the communication needs and preferences of different employee segments.

2. Media Evaluation

Assess existing communication channels: In-house newsletters, memos, meeting minutes, and bulletin boards.
Who's Communicating? Identify who is delivering the message and the relevance of their role.
Message Quality: Evaluate the tone, frequency, and overall impression of the messages shared.
Clarity & Impact: Are the messages easily understood? Do they resonate with everyone?

3. Identifying Communication Actions

Current Practices: Include formal annual meetings, appraisal interviews, and access to management.
Content & Form: Is the information provided clear and aligned with company goals?
Flow of Information: Ensure that communication flows smoothly upwards and downwards.
Does it Enhance Employee Engagement?
Does the current approach help employees understand company objectives?
Does it contribute to a sense of belonging and team spirit?
Why Do We Need a Communication Strategy?

4. Understanding Strategy

Strategy is the art of aligning operations to achieve a specific goal. It involves carefully planning resources and actions to reach set objectives.

5. Key Elements of a Communication Strategy

1. Define Communication Objectives:

Ensure they align with the company's overall mission and vision.

2. Identify Communication Targets:

Primary Target: Who needs to be reached first?
Secondary Targets: Consider other stakeholders who may influence or benefit from the communication plan.

6. Strategic Decision Making

Prioritize and segment audiences based on relevance and impact.
Exclude certain audiences that are either out of reach or may not be effective targets due to constraints.

By crafting a well-thought-out communication strategy, a company can enhance internal cohesion, streamline information flow, and ensure that every employee is aligned with its broader objectives. This approach fosters a culture of transparency and engagement, leading to improved organizational effectiveness and employee satisfaction.

Key Takeaways

Assess the current state of internal communication using key indicators like quality, quantity, and audience expectations.
Evaluate existing communication channels, message quality, and the effectiveness of information flow.
Identify communication actions that enhance employee engagement and align with company objectives.
Craft a strategic communication plan with clear objectives, target audiences, and decision-making processes.
A well-designed communication strategy can foster transparency, engagement, and organizational effectiveness.