1. Understand and analyze your current situation, both internal and external.
      – SWOT yourself and analyze your competitors.
    2. Create clear, measurable goals.
    3. Set both organizational and communications objectives.
    4. Plan behavioral guidelines based on your goals. Culture eats strategy for breakfast.
    5. Establish fundamentals: resourcing and internal commitment.
    6. Treat messaging as your core product.
    7. Choose your audiences and focus on them.
    8. Understand how your audiences’ attitudes, behaviors and perceptions will support your objectives.
    9. Choose your key communications methods.
    10. Plan your communications tactics strategically.
    11. Make sure your team has the right knowledge and passion.
    12. Focus on results, not activity.
    13. Measure, refine and report.
    14. Ensure that you avoid re‐inventing the wheel – or repeating the same mistakes.

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