
Six reasons why you need a communication strategy
Marketing plays an integral role in the business’s growth, but without a clear communication strategy, money is being wasted and it’s impossible to be consistent and efficient.
Without a communication strategy, CMO’s are expected to deliver whilst working in a vacuum, whereas in our experience, CMO’s with a communication strategy can lead the business with greater confidence and authority.
1. Enables you to lead your business
As a CMO you need a comms strategy because it will make your job easier and more rewarding, it will also help you to lead the business and perform your duties at a higher level altogether.
The nature of being responsible for a company’s marketing means you must respond to multiple demands from the business. This can lead to a kind of tactical myopia. Your colleagues in sales will demand qualified leads – and rightly so – but if you haven’t got a mutually agreed understanding of your target sector priorities and a tight definition of your target personas, then the likelihood for disagreement or disappointment is almost inevitable.
2. Provides focus and efficiency
A comms strategy provides a yardstick by which every effort and initiative can be assessed for efficacy. Everyone needs to understand when the pursuit of low hanging fruit has turned into an unhelpful distraction and drain on resources. If you own a comms plan, this will be as clear as the nose on your face.
3. Results in more effective messaging
4. It forearms you
Your comms strategy captures your sales needs, sector priorities, personas, positioning and messaging. It provides you, and your extended team and colleagues, with many of the essential tools you need to enable you to deliver your business objectives. I’m a great believer in active decision-making. The process of formulating your comms strategy will enable you to identify knowledge gaps. Then, you can decide whether you need to secure the missing information or not. It’s important to recognise and understand the implications of your action or inaction so that outcomes don’t come as a surprise – forewarned is forearmed.
5. Brings clarity of purpose
6. Enables effective PR
So, where does PR fit into all of this and why am I writing this article? My view is that the most effective type of PR is PR that is fully integrated; it is wrapped around the marketing activity to create impact and effect. The most effective type of PR follows a clearly defined plan, speaking to people about the things they care about in a tone that engages and persuades. We can only do this properly if there is a clearly defined comms strategy… and so, we arrive full circle.
If you want to increase your brand awareness, strengthen your competitive position, command share of voice and accelerate sales – you need a communication strategy.

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8-Step Communication strategy guide
A comprehensive guide to delivering your business goals using intelligent and relevant messaging.