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Sales Leadership
Is Your Business Communications Strategy Battlefield Ready?
Jun 16, 2010 | Miranda Bouldin lock

When ground forces are on the move, or fighter jets take to the air, they remain in real-time contact with their direct commander and upwards through higher levels of command to produce precise results.  These clear lines of communication, though they involve different people, hierarchies, and systems are the core of mission success. For businesses, when these lines of communication become disconnected, the result is improperly filled orders, missed expectations, boardroom surprises, and customer dissatisfaction.  By creating a system of clear communication tactics in your business, you can increase the number of your company's "mission successful" operations.
 The keys to a successful business communications strategy are:

Strategic Communications Plan

A comprehensive strategic communications plan is crucial in order to strengthen a company’s corporate identity and elevate awareness of diverse capabilities and services.  Develop a plan with various communications tactics that will enhance and increase positive awareness of your corporate profile. A customized corporate communications plan will increase growth and success for both current and future pursuits.  Communication tactics and strategies may include targeted advertising, public relations efforts, community outreach/donations, trade show and job fair activity, social media practices, internal communications tools and external communications projects.  Implementing these communication tactics will create a strong corporate image, expand local, national, and international awareness, and generate multiple-level media coverage. It is also important to note that your strategic communications plan should constantly evolve as to accommodate to trends in the ever-changing business market.

Message Architecture

Key messages are developed through research of company’s products/services, position, and targeted audiences. With repeated presentation, key messages ensure dissemination of clear, consistent, and compelling information through all applicable communication channels.  Your company’s leadership team should conduct “off-sites” on a regular basis in order to focus and plan on your future.  This will allow your key decision makers to strategize, brainstorm, and reflect upon the state of the company.  Developing mission, vision, and value statements are crucial and this will provide the added benefit of strengthening your image and corporate identity for business through effective key messaging.

Internal/External Communications

An organization needs to focus an extensive amount of time and effort on both internal and external communications.  For companies that have displaced employees, internal communications is a crucial and vital function.  Keeping your employees connected is very important, regardless of physical boundaries.  Develop and implement communication tools such as an employee intranet, newsletter, email marketing, and social media to stay connected with employees, customers and potential customers.

Media Relations Strategy

One of the most important needs of any organization is the ability to maintain a powerful image in the marketplace through positive channels of communication for targeted audiences.   A media relations strategy is an excellent tool to promote your company, elevate name recognition, and create “top of mind” awareness with current and potential clients. A major initiative is to secure media coverage; this adds credibility to your products, services, and capabilities.  To amplify media exposure in your key markets, try connecting current trends in your industry to your programs and services your company offers. 

A communications strategy can be used as a reference for positioning activities in order to increase awareness, interest, and credibility with your targeted audiences.  This will help propel your company to the forefront of your industry and will further position your company in the public consciousness.  This in turn will provide a positive representation that is warm and receptive to embrace, rather than cold and indifferent.

Use these strategies and tactics outlined above in order to create your personal “blueprint” communications plan that clarifies and defines your company’s vision and values.  An organization will not succeed without specially crafted and well-executed communications efforts.  By defining these clear lines of communication, your business will be ready to face the battlefield of acquiring new customers, and keeping employees apprised of critical information so that your business can report “Mission Successful.” 

About the Author:

Miranda Bouldin is the Founder and CEO of LogiCoreHSV, a rapidly-growing and leading technology and solutions company with worldwide technical services support capabilities and experience in defense, aerospace, and government agency support. LogiCore’s reputation for high-quality services is a direct result of our passion for achievement and focus on Schedule, Cost, Performance, and Quality. 

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