Instead of offering some flowery introduction to our new blog, let’s jump right into the content pool and talk about why strategic communication is essential to an organization’s survival in our new economic reality.
The rules have changed. The days of differentiation and offer are gone. It’s not enough anymore to take a few dollars off the price. And the public is skeptical about most “we’re different because” approaches. Second, benefits aren’t enough. You must convince a cynical customer why he MUST have your product or service. We’ve retreated from “discretionary spending” into an “only the essentials” mentality. Third, clarity and simplicity rule. Positive results need to come fast for most clients and customers. Your compelling key message can’t be obscured by creativity.
The essentials haven’t changed. Your external communication needs to be effective, efficient, must reach your audience, and must do so often enough so that it makes a lasting impression. That’s where sound strategy comes into play. You must know to the exclusion of all doubt who you’re aiming at, where they are, and what they want, need and expect from you. Once you’ve answered these questions, the focus turns to identifying your message and your means of delivery. The job of a strategic communication platform is, in the simplest of terms, to deliver the RIGHT message to the RIGHT audience at the RIGHT time.
Massey Communications started this blog as a means of sharing thoughts on a number of communication issues, strategies and tactics with our friends, readers and fans. I’m not the only one who will be posting here. From time to time, you can expect to hear from many of our team members blogging on a variety of subjects. You can learn a little more about each of them here. Enjoy!
Tags: blogging, Massey Communications, Strategic Communication
Hello, can you please post some more information on this topic? I would like to read more.
Yes! Thank you for your interest in this post. Bud is working on another post that delves a little further into this topic. Keep checking back to see more on this, and other, topics.