The editorial structure of a magazine, the design for a newspaper or a brand identity, all begin with a thorough analysis of communication context and needs. It takes fully understanding the customer’s needs to find the most relevant form for their identity. It may take questions like, for example: what do the logo and website for a contractor look like? A sly constructor? A young female real estate agent? A loving dad? It depends on a number of factors which need to be considered before drawing the first line.
Whatever you call it in business management terms – integrated (marketing) communication, organizational communication, corporate communication, institutional communication – the essence of communication strategy is clearly formulating the steps and mechanisms of communication, using the most effective tools available.
The following guidelines outline the preferred way that communication is developed and delivered. They are assumptions that govern how communication activities take place and our proposed wireframe for our workflow with our partners..
· Tailor communications to discreet audiences according to needs analysis.
· Design communication using fact-based information and deliver openly, regularly and in a straightforward manner.
· Ensure communications contain consistent core messages.
· Deliver face-to-face / one-on-one where messages contain job sensitive information (i.e.: an individual job will change).
· Continually reinforce the business reasons for change.
· Consistently ask for feedback and involvement, and acknowledge same.
· Evaluate at pre-determined points to ensure message is understood.
· Pursue communication opportunities at involvement activities (focus groups, BPT workshops, training sessions, etc).
· Consult with Corporate Communications through various phases of the project to ensure communications related decisions meet with corporate approval and fit within company protocol and standards.