What does designing and implementing communication strategies involve?
Designing and implementing communication strategies means turning vision into connection. It is not just about creating messages, but understanding the context, anticipating needs and taking action to achieve defined objectives. It is a process that combines analysis, creativity and execution so that communication becomes a driver of transformation.
What are the steps involved in designing a strategy?
It all starts with listening and understanding what needs to be communicated: the context, the objectives to be pursued and the audiences to be impacted. Then we define the purpose, the key messages and the most effective channels. Finally, we define a timeline for executing the defined actions. For me, designing a strategy is like drawing a map that connects the starting point with the final goal.
And to implement it?
Implementation is putting the strategy into practice. It involves activating messages at the right time, validating with the teams involved, and measuring the final value. It is the moment when the strategy ceases to be a presentation or an Excel spreadsheet and becomes a reality.
What are the main characteristics of these strategies?
They are comprehensive, flexible and human. Comprehensive because they connect all points of the organisation; flexible because they adapt to change; and human because, ultimately, communication is not just information, it is emotion and purpose.
What are the keys to a successful strategy?
Several key elements can be defined to make a strategy effective:
- Clarity in objectives and messages: the strategy must respond to what we want to achieve and what we want the audience to understand.
- Consistency between what is said and what is done:
- corporate communication not only informs, but also reflects the culture and values of the organisation.
- Emotional connection and segmentation: it is not enough to inform; empathy must be generated and the message adapted to each audience. A strategy uses storytelling, data and effective channels so that each stakeholder feels identified.
To what extent do new technologies affect this?
Technologies not only impact, they transform. Today, communication is more immediate, collaborative and personalised thanks to different platforms and tools. But the essentials remain the same: technology is the medium and it is people who activate communication in pursuit of a purpose and results.
