Communications Planning for Impact
Strategic communications planning ensures that what we say aligns with what we are doing while generating results that deliver impact to the business or organization. The process of developing a plan, which involves aligning on a clear situation analysis, audiences, insights and goals, brings clarity and definition to how communications efforts can help meet organizational objectives. A plan should always include objectives, audiences, strategies and tactics aligned with broader communications and organizational goals.
Tactical planning through
a strategy lens
At Orangefiery, our approach of combining strategy consulting and communications means we apply real-world insights to strategy and strategy insights to execution. While some firms focus on tactics, we always start by ensuring a clear understanding and alignment on what we aim to achieve and why.
Some goals for a communications plan may include:
Building brand awareness: Develop, differentiate and reinforce brand identity and narrative/key messaging consistently across channels and platforms reaching target stakeholders.
Elevating culture: Create a cadence of clear and consistent messaging and internal communication to foster team culture and employee engagement.
Deepening stakeholder relationships: Engaging with key stakeholders who are shaping the future of key issues of mutual interest.
Driving business goals: Garner investor interest in and greater understanding of an organization’s business strategy and potential.
Our approach to
communications planning
At Orangefiery, every plan is purpose built. To be good partners, we seek to understand what your organization needs and the best ways to meet these goals. We begin the communications planning process by taking the time to get to know your organization through three steps:
Stakeholder interviews: Interview 5-10 key stakeholders (e.g., members of the executive team, board members, research leaders, and partners) to identify key issues, opportunities and business and operating dynamics.
Communications diagnostic: Audit of the organization’s internal and external communications as well as the communications of chosen peers and/or competitors. This includes an assessment of media coverage, social media and other public conversations and dynamics on issues relevant to you.
Communications workshop: Interactive workshop with members of leadership and individuals in roles relating to communications to align on the stakeholder interview and communications diagnostic insights, communications priorities, strategies, milestones, messaging and core materials needed.
The outcomes from this initial effort provide the insights needed to build a strong plan to guide the communications effort.
Measuring for ongoing learning and success
Just as important as setting communications tactics is defining how to measure success. We work with our clients to set mutually agreed-upon quantitative and qualitative goals to measure impact and guide future strategy. Metrics are for reporting purposes and learning to be more efficient and effective over time.