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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Key elements in communications strategy (II)

Last month, I suggested  three key elements that need to be in every communications strategy.  This month, I will suggest four more.

Creativity.  Creative ideas and brilliant story-telling are memorable and interesting.  In the camping and caravanning sector, we persuaded a family to take a holiday without using gadgets: no phones, ipads, Xbox, TV.  And afterwards we asked them to blog the experience.  Overwhelmingly the children and their parents thought it was positive.  The family’s communicaitons was excellent.  The engagement was amazing. The media awareness exceeded expectations and the overall strategy worked.

Be social on social media. Engage and be open on social media.  Many people are questionning how social media should be used.  Is it for customer service and trouble shooting? Or for corporate communications and brand engagement?  But however you use it, listening to your stakeholders and having proper conversations are key.

Integration. All the channels should work together and support each other, that’s obvious.  But even specialist time-dependent messages should always be integrated into a wider and compelling communications narrative.

And finally,

Employee stories. These are part of the communications narrative in a world where companies are increasingly selling an experience (not just a product or service).

In the video, I give some practical examples of these 7 elements in action.

Many thanks to The Capture Lab in Leeds for producing this video

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