Even businesses (under 10 employees) can have an effective communications strategy that enables them to articulate company news efficiently. When it comes to my offer, my website acts as the key repository of “everything” and many types of news information emanates to Twitter, LinkedIn,Facebook and YouTube. This can help organize information and helps to create a cohesive communications strategy – for even small businesses.
When you have the basic distribution structure set up, developing the information is the next critical task. As opposed to just develop news “willy-nilly”, ensure that a well-thought through approach is set up regarding content development. Timing and sequencing of topics are necessary to your audience “stay with you”. There will probably be ample opportunities to infuse “new” content as it’s warranted – these materials are just icing about the cake. Let us take a look at the core components of an overall strategic communications plan:
Do not be Scared of The Media: The first task becomes over the intimidation using the media. There sure not be any fear in working with the press – there is a job to complete and quite often arelooking for news. Help them! Next, produce a report on all key media contacts and acquire their email address. Be proactive using your contacts in order to create rapport ahead of time. Additionally, target specific industries that could be very theraputic for your organization. As time passes, your goal is always to transform your company image through communications as this helps soften distressing news and supplies accessibility for interviews. Lastly, develop reasons behind meeting the media and create those relationships.
Create News Releases: Once you have established your media address book, commence to develop news content. Remember that news information may need to be relevant to every one of your audiences, though the core message should stay the same. Determine what elements are critical and conclude your news release using a consistent “boilerplate” providing you with a simple paragraph in your company. Lastly, figure out how this news release is going to be communicated and by whom.
Employees And Stakeholders: Another group of audiences to incorporate in your strategic communications, could be both employees and/or stakeholders. Keeping your internal teams informed is essential in order to permeate your communications throughout your entire organization. There is nothing worse than having misinformed employees and stakeholders wanting to communicate how well you see.
Communicate To Key Vendors: Oft-overlooked is proactively communicating in your vendors. Many company owners feel compelled to keep vendors at nighttime so as to keep them at arms length. I have always had the philosophy that the vendor works more effectively on your behalf when they appreciate how their role suits your general communication strategy. The harder they may be informed, the higher decisions they are able to make to improve their support of your respective brand.
Internet/Intranet Media Kit: Years ago, using a hard copy media kit – press announcements, biographies of senior management, news items, etc. – was a very good way of putting your small business in a nice, neat “package”. Today, websites can become the press kit and allow for flexibility instantly to publish updates on the company. Additionally, your website expands your reach a great deal more effectively than hard-copy media kits. Save the dough and go electronic.
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