Drafting successful strategic communication plans using a holistic approach
3 environmental scans for PR professionals
Fingers crossed, as a PR and communications pro, you’re included in crafting the strategy and timing behind launching any new initiative.
You can recommend a robust environmental scan to inform the plan, especially if the initiative is related to DEI or corporate citizenship communications.
Three environmental scans every communication professional should undertake before crafting a strategic plan:
External: what’s going on outside your organization that may color your communications? Your employees or customers may be distracted and unable to focus on your message. Or worse, they might find your message distasteful if it lands during a period of mourning. I recently saw a business launch their newest sweatshirt line the day after a mass school shooting. Don’t do that.
Internal: what other programming or initiatives are launching around the same time within your organization that might drown out your content? Or overwhelm your employees? Do people feel empowered, or are they tired? You might not stop your rollout entirely, but you can alter the tone or the tactics to match the mood and see better ROI. I once saw an organization celebrate giving a sizeable charitable donation after telling employees they would not receive an annual raise. Don’t do that.
On the horizon: what’s coming in the next few weeks and months internally and externally? A Presidential election, a change in executive leadership or a significant technology change (is that you, GSuite migration?)
You don’t want to let a seemingly unrelated event stymie your communications strategy. Inversely, you can use a new sentiment or event to boost your content. During the heyday of pandemic internet shopping, I saw a workers’ comp company release content about keeping delivery drivers safe on the job, and it was beautifully synergistic. Do more of that.
