David Hargreaves

Reflections on the reinvention of the PR industry

The Killer Three Questions to Define a Comms Strategy

I noticed this recent post asking if social media was a strategy or a tactic and it got me thinking about the hard questions that sit behind a comms strategy or indeed social media strategy.fishbone

We have recently been grappling with simplifying the development of a comms strategy down to its bare bones. It is sometimes easy to lose track of the ultimate goal in amongst the bewildering array of channels (online and offline), tactics, and monitoring tools.

I am sure there are more than three, but if we can answer these three questions then we are 95% on our way to develop a campaign that changes perceptions about a product, service or company.  So here are the three questions:

  1. What conversation do you want to be associated with?
  2. What are the key conversations your customers care about?
  3. What are the most influential points (online or offline) of these conversations?

If we can answer these then everything else flows from them. The secret is knowing how to get the answers! Again there is no right and wrong way of getting the answers, it is more about just using the best available tools and applying a logical approach.

Filed under: Communications, How to, Social Media, Trends, , , ,

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