What do you do if your messaging and communication strategies in strategic communications need refining?

During your communication strategy audit, imagine your strategies are like socks in a drawer: some are bright and ready for big occasions, others have holes and need mending, and a few have lost their partner in the mysterious realm of the washing machine. The goal is to ensure all your "socks" (messages) are not only clean and matched but also the best fit to walk towards your goals. And remember, even a sock with a hole can have a second life with a bit of creativity!

A thorough analysis of your current efforts is essential. Gather feedback from your stakeholders and team to understand what needs improving. Review your goals and objectives to make sure your messaging aligns. Examine the effectiveness of different channels you've used - look at engagement metrics and outcomes. Consider testing new messages, formats, or channels to see what will resonate best/better with your audience. Update your plan to include clear, concise, and compelling messaging that speaks to the needs and interests of your audience. Monitor performance and stay open to further adjustments. Regular review of your comms strategies will help them remain effective and aligned with your goals.

If messaging and communication strategies in strategic communications need refining, it's essential to conduct a comprehensive review and analysis. Start by gathering feedback from key stakeholders and conducting market research to identify areas for improvement. Adjust messaging to better align with organizational goals and audience preferences, ensuring clarity, consistency, and relevance. Continuously monitor the effectiveness of the refined strategies through metrics and feedback loops, iterating as needed to optimize results.

Working in higher ed communication, I like to think that I am still hip, still down with the 4-1-1, but the reality is that I am several years removed from that era of life. Building user experience research (focus groups, card sorts, etc.) into our workflow has been integral in refining and tailoring our messaging to our student population.

If you're struggling with tricky messaging, actively seek input from a range of stakeholders, ideally who represent examples of the target audience you're trying to reach. Eg: - Client (but they will be biased with what they WANT to say (sometimes overlooking how it might be received) - General public: I'll ask people like my sister/husband, who represent the knowledge base of a general, educated business reader (what's unclear/where is there jargon, etc). - A friend with a strong DEI lens - to help me see things I might miss. - Friends in media - who give more insight about what is (actually) interesting/newsworthy. The key: Ask specific questions. "Did this offend you? Do you understand this? What did you like?" What's unclear?"

Audience Analysis: Conduct thorough research to better understand your target audience's preferences, behaviours, and communication channels. Refine messaging to align with their needs and interests, ensuring relevance and resonance. Feedback Incorporation: Seek feedback from stakeholders and incorporate it into your communication strategies. Use tools like surveys, focus groups, and analytics to gather insights and refine messaging accordingly, ensuring continuous improvement and effectiveness.

Go back to the strategic narrative…to the story and the why. That should be the guide point for all subsequent messages and communications. If that is out of date or has moved on, it needs to be adjusted. That allows the more tactical messaging to remained pegged to the overall directional narrative the organisation has chosen.