Strategic communication – identifying the path to success

“If one does not know to which port one is sailing, no wind is favourable.” For strategic communication Seneca’s advice means that every successful project starts from the same point: the goal!

The definition of clear objectives for any communication depends on the initial situation.  The process of developing the strategy spans from the analysis of the current situation to the specification of the desired target state. It defines the path forward and determines which communication tools will be used to achieve the goal.

But the right strategy is never cast in stone. Rather, the success of strategic communication is based on a continuously repeating cycle of the steps: analysis – strategic decision – professional implementation – analysis. Changing political circumstances, the activities of competitors and public opinion are just a few of the conditions that have to be constantly taken into account. Because in order to reach the port that you are steering for you have to make necessary course adjustments on a timely basis.

Integral approach – communicating to a specific target group in a target group-dependent way

Any given message can affect different audience subgroups in very different ways: The announcement of a merger, for example, can inspire shareholders and raise the value of company stock. At the same time it can also cause employees, customers and suppliers to lose confidence. That’s why strategic communication also means keeping in mind the different interests and sensitivities of the target groups concerned. This makes it possible to communicate in a way that prevents or dampens the conflicting effects of a message.

Communication via Web 2.0 presents a special challenge. Messages and information spread through the Internet and social networks at incredible speed. But well-intentioned messages can also be transformed into the precise opposite just as quickly, and small errors in the communication can cause major damage to companies or brands. The decisive factors for (communications) success are optimal timing, valid information and not least the right form of address.

PR campaigns – managing communication

Achieving goals with a clear strategy, a set schedule, budgeted resources and according to defined measures of success – what might seem perfectly obvious for any other business activity is by no means an everyday reality in communications. Individual actions can be successful in the short term, but sustained successes are only achieved through campaigns. Target groups have to be addressed at the right time, in the right place and with the right media. Particularly in the era of Web 2.0, the well-crafted development of the dramatic script plays a decisive role in success right along with the interaction of the communication tools.

Every communications discipline has its strengths: advertising is best at eliciting emotion, dialog marketing is the most personal approach, and PR focuses on credibility. But these specialties develop their full effect and greatest impact only in combination with each other. It takes extensive conceptual work and coordination to make “integrated communication” amount to more than mere lip service.

Strategy & Campaigns – our services:

• Strategic communications concepts for PR/pubic affairs work relative to products, services, brands, institutions/NGOs and companies
• Strategic consulting in communication, with media and public relations work, internal communication, site PR, crisis communication, agenda setting and social media
• Campaign management: coordination and management of PR campaigns, issue management, budget planning, controlling and reporting
• Analysis of current status: competitive analysis, perception among the general public and subgroups, employee surveys, employee workshops and social media monitoring
• Results measurement: media observation and evaluation, media resonance analysis and social media monitoring