|
What is Strategic
Communications?
Strategic
communications is much more than a set of
tools.
It's also a process guided by the relentless
pursuit
of answers to deceptively simple questions.
What do you want to accomplish?
Who has to
think or act differently for that to happen?
What would prompt them to do it?
Those are
the same questions that also
drive good
grant making, and that's no surprise.
-- Frank Karel,
Founder of The Communications Network and
Trustee of the Trellis Fund
What do we mean when we talk about
strategic communications?
For non-profits organizations, the role of
communications has evolved from traditional
corporate public relations practices and
media outreach. In both theory and practice,
literature and case studies point to growing
evidence that effective charities and public
interest organizations view communications
as a critical engagement to advancing their
mission. Broadly speaking, communications is
speaking to your key publics about what you
do and what you want to achieve.
While some may call it "public relations" or
simplify it as "media relations," don’t be
fooled – effective non-profit communications
activities are not limited to press coverage
or traditional marketing endeavors. Your
organization’s communications program may
include websites, brochures or flyers,
direct mail, annual reports, or undertakings
as large as issue advocacy campaigns and as
basic as distributing talking points to all
staff members. Or it may not. Making the
right decision about what to do and how to
do it is where the “strategic” part of this
practice becomes important.
Obviously the concept of “strategy” implies
intent. In the context of non-profits, it
suggests an integrated decision-making
process that leads to a clear understanding
of goals and objectives that will guide the
execution and implementation of a
communications activity or activities. An
often-used, much misunderstood phrase,
"strategic communications" describes an
organization's overall approach to its
public image and program goals. As you begin
to learn more about communications, remember
that it is not simply marketing or media
relations. It is about educating people
about your issue and making an impact on
your cause.
To be
strategic in your approach to communications it not to
simply mimic the “best practices” exhibited
by others or to adopt a set of tactics
deemed strategic. Rather, the strategy
is in the approach you take to your
organization’s overall communications — from
planning and stakeholder buy-in to outputs
and maintenance of effort.
A strategic approach to
communications requires alignment of
communications activities and outputs with
the overall goal of the organization.
Before you plan an event or send a
newsletter, you think about what it
says about your organization and how
it can help you move closer to achieving
your mission.
Is your objective to help
victims of domestic violence find comfort, assistance,
and resources at the other end of a phone call? Then
your communications should be directed at the recipients
of your service. From
fundraising to advocacy and outreach to your target
audience, communications should be interwoven throughout your organization with a universal overall
goal.
The resources available here are intended to guide you
as you make choices about what, how, and why you
communicate your organization’s objectives and
activities.
Additional
Resources:
We invite you to browse
the articles and resources available online and hope you
will take part in our online workshops and regional
briefings. We seek your
feedback and input as you use this resource center
and look forward to working with you to implement
strategic communications into your organization’s
overall goals.
I'd like to ...
>>
Provide Feedback on this article
>>
Learn more about The Communications Network
>>
Join The Communications Network Listserv
|
