Communications Planning and Message Development

In our book, having a crystal-clear view of what communications must accomplish and how to get there is essential to success. Too often, however, companies focus on wish-lists of communications outputs – more media mentions or speaking invitations for top executives, for example – instead of on creating the kinds of meaningful business outcomes needed to propel a company forward.

Our structured planning process is called the Communications Blueprint, and it starts by focusing on the specific business objectives that communications needs to support. Is the goal to build revenues in a new market, or protect a critical franchise from competitive erosion? Is it to attract new investors to the company’s stock? Or is it to change public opinion around a vital business issue? Only when there is a clear, mutual understanding of what success looks like and how it should be measured do we begin framing out the plan to achieve it.

The Communications Blueprint is founded on our deep insight into each stakeholder audience and what moves them emotionally and intellectually. We analyze how they communicate, whom they influence and who influences them to construct a message architecture that resonates and compels them to think and act in new ways, delivered in the right way and through the right channels for maximum impact and ROI.

Communications Planning and Message Development