We usually credit a company’s success to the quality of its product or services, its market domination or the prowess of its top executives. Rarely do we think about the contributing role of its corporate communications department.
A company’s communications, both internal and external, can play an important role in its profitability. To this end, every organization, regardless of size and ownership, should have a communication strategy that outlines its internal and public interactions. Drafting and implementing strategic corporate communication plans falls to communications professionals.
The Elements of a Good Communication Plan
A communications strategy informs the daily running of any organization. As an ever-evolving guide, it outlines how a company will handle the media, disseminate internal and external communications and promote key objectives.
What are the essential elements of a good communication strategy?
- Clearly defined goals
Determine the focus of your communication. Are you trying to increase sales, get media attention or drive traffic to your website? - Targeted messaging
Tailor the message for your intended audience. Are you communicating with investors or conveying a message to the public? While the gist of both communications may be the same, the word choice and tone will be different. - Tools and Timing
Identify any key considerations before you release information. Will you use the company intranet or social media? Should you wait until after an upcoming board meeting to make an announcement? - The Right Voice
Make sure that those involved in the dissemination of information stay on message and use an audience-appropriate voice.
Crisis Communication Planning
Thanks to the ubiquity of social media, any corporate malfeasance, embarrassment or product flaw can instantly become the focus of public scrutiny. For this reason, crisis communication has become an increasingly important part of a communication specialist’s duties.
Reputation management and product safety issues call for special attention in external and internal communications.
A communications department must reach out to the public quickly and openly to avoid the appearance of a cover-up. It must broadcast to the public and the media how the company is handling the crisis (and, if relevant, what the public can do to mitigate or avoid harm, such as in product recall situations).
Is it taking all the steps necessary to minimize the damage? The company must take control of the situation to protect its reputation and its profitability.
Effective internal communication is equally important. If employees feel they are being kept in the dark or in a state of uncertainty, it could hurt their productivity. A drop in productivity could worsen the crisis and start a vicious circle that spirals out of control. Informing staff of an internal crisis and putting them at ease in a timely manner is vital to effective crisis communication.
The time to have a crisis communication strategy ready is before a crisis strikes. Being prepared sets the communications department up to respond immediately and appropriately to emergencies, which in turn helps the company recover from crises more easily.
Where to Get the Right Skills
An MBA from a respected university can help you gain the skills you need to compete for leadership positions in corporate communications.
Southeastern Oklahoma State University, for example, offers an online MBA with an emphasis in Strategic Communications. The program consists of foundational core courses in management and two courses focused on strategic communications.
The Strategic Communication course shows students how to align a communication campaign with a company’s overarching goals. In Crisis Communication, students learn how to devise risk and crisis communications and how to relay information to the public.
SOSU’s Strategic Communication MBA is an online degree. As such, it allows busy students to direct their studies in a way that will accommodate their jobs and other responsibilities.
Leaders who can design and implement effective communication strategies are integral to an organization’s success. Specialized education can equip you with skills you’ll need to carry out this important function.
Learn more about the SOSU online MBA with an emphasis in strategic communication program.
Sources:
Harvard Business Review: Four Steps to Building a Strategic Communications Capability
Orange Square: Communication Plans — Why They’re Key to Your Organization’s Success
Harvard Family Research Project: The ABCs of Strategic Communications