Pulling together your message will shape your business
Strategic communications could be said to have an image problem, as many don’t quite understand what it does, and what purpose it serves. This is ironic, but is probably because many communications pros spend their time crafting their client’s images, rather than their own. If you’re a startup, there are several keys thing you should know about strategic communications that will help you incorporate it into your business.
It’s not just about media relations
The general perception of communications and public relations professionals is that they exist simply to generate attention from reporters at various media outlets. While this is certainly an important component of what communications pros do, the field today incorporates a broad range of message development, content creation, relationship building, reputation management, event organizing and marketing activities.
Strategic communications influences shapes your business
At the core of strategic communications is shaping how your business interacts with external audiences. Whether that is reporters, clients, prospects, investors or other businesses, the messages that communications pros help you develop will shape the way that you conduct your business. Many of a communications team’s activities directly contribute to lead generation, customer conversion, and advertising, meaning a communications team is an integral part of your business development.
Quality is more important than quantity
There will always be a temptation to measure the effectiveness of communications by the number of inches on a page secured, the number of placements made, etc. But savvy companies realize that the signal can easily be lost in the noise, and that a single high quality placement matters far more than a handful of throwaway hits. Building a favorable message and positive reputation can only be done with care, precision and forethought.
It’s a long game
Overnight success is always a possibility, but shouldn’t be what you hang your hat on. Communications is about paving the road to the success you want to achieve, helping you take the steps you need to get there. Your strategic communications goals flow from your overall business goals, and will bring into focus what you need to do to achieve those goals. Often, the practice of defining the business you want to be will make it much clearer how to become it.
The important thing is relationships
You won’t necessarily meet your next client, ideal hire, or business partner every time you head out to a networking hour. But you might meet somebody who several months later will connect you with your next promising lead. Strategic communications functions much the same way. You might not be able to get a story placed right away, but you can start a relationship that will pay off in time. Communications pros are experts in forming and maintaining relationships that will help you build your business toward its goals.
Your business won’t achieve success in a vacuum. Even genius ideas can fizzle out for lack of effective communications. Strategic communications helps businesses interface with the rest of the world, conveying messages that help others understand who you are and what you do. It is part and parcel of all outward-facing elements of your business.
