Communications consultingWhether you need help building, re-working or fine-tuning your communications program to meet your objectives and match your budget, we can help. |
On time. On Budget. On target. |
"A" is for assess...
Imagine the following exchange...
Client: “I’d like to book a cruise please.”
Travel Agent: "Certainly. Departing from where?”
Client: “Uhhh, I don’t know.”
Agent: "I see. And where did you want to go?"
Client: "I don't know. Somewhere nice."
OKay, I've exaggerated to make a point -- but the idea is valid. To reach our destination, we have to know where we are and where we want to go.
That’s why the first step in building a communications program is assessing the current situation. Some questions that must be answered:
- Who are our audiences?
- What are our key messages?
- What’s our brand (image, unique selling proposition, exclusive promise etc.)?
- What are our goals? (Sales? Donations? Increased awareness? Political support?)
- What is the most efficient way to reach our audiences?
- How will we measure success?
"B" is for build
We've laid the groundwork for the new/improved communications plan. Now we build.
Good news: we have an astonishing array of building blocks to work with. We can (and almost certainly will) take advantage of the latest media -- blogs, Web-based videos, opt-in emails and so on. They are cost-effective, pervasive and flexible.
Plus, we can add old friends like print, radio and media relations to the blend if they work for our program and reach the right audiences.
We'll work together to build and launch the program that fits your needs while reaching your target audiences -- with a budget that makes sense for your organization.
"C" is for control...
Yeehah! We've taken the leap, pressed the button, launched the Web site, blog or newsletter. Now
we have to stay in control!
Managing a communications program is a never-ending task. Right from the start it's important to track success, to see what is working and what needs improvement. Managing a communications program is a little like riding a mechanical bull: you really can't sit back and relax.
Above all, it's vital to keep content fresh and up-to-date. Nothing turns a visitor to a Web site or blog off faster than last month's date on the most recent entry. Modern communications relies on being current.
We can help. Content development, content management systems, new ways of keeping fresh and keeping track -- we're constantly learning about them, so we can serve clients better.