Communications planning: the principles
By Caroline Kealey
Here are my all-time top five principles for strategic communications planning:
1. Communications should be focused on results, rather than activity
Often, communicators are in the business of generating “stuff” — speeches, media releases, and promotional materials. The communications function is much more effective when it is driven to generate results, such as increased rates of awareness, product sales, improved stakeholder relationships or strengthened internal alignment. The tactics are important, but they are fundamentally secondary to the primary alignment of the communications function toward solid outcomes.
