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Communication Strategy
Communication Strategy

Set out a clear communication plan with your teams to support you through your launch and into BAU.

M
Written by Meg Payne
Updated over 4 years ago

A communication strategy is designed to help you and your organisation communicate effectively and meet core organisational objectives.

A well-thought out communication strategy will help you when it comes to understanding the appropriate channels for distributing your company messaging - whether that be via Yapster, company email, or other existing channels.

Your communication strategy will be especially helpful during your launch as you'll be able to set out expectations for the wider team in terms of delivering content on Yapster. You can even schedule this once you've understood which structured comms need to be distributed using a content calendar.

All stakeholders within the business will then understand what's expected of them with regard to using and promoting the use of your communication tools.

Content is the most important element of your communication strategy to focus on - this will be curated based on what you're trying to achieve with the information you're sharing.

Remember that launching Yapster to your frontline teams will require a change in behaviour. This inevitably takes time, but being clear on Yapster's use case in your business can help move this along.

Any time you're communicating within the business, think about the following elements, we've included an example:

  • business objective --> Furlough update

  • content pillars --> Detailed pdf & statement from CEO

  • target audience --> All UK employees

  • core channel --> Yapster newsfeed [CEO video & PDF attached and signposted in caption]

  • support channel --> Intranet announcement

The content you're distributing, depending on the business objective you have identified, may not always be best suited to Yapster. In this case it's important for all stakeholders to know what additional channels will be used.

To understand the mixture of channels you will be using on a regular basis, start by gathering your data - document the day to day communication routines your teams currently have in place and identify what channel is the most appropriate for this type of content. Here's an example of the structured communication you may have.

You may also want to think about:

  • the direction of this communication: is there a good combination of two-way/interactive communication or are there too many top-down sequences?

  • the owners: who is responsible for communicating this business objective?

  • frequency: are there any noticeable periods where there is no structured content being pushed to your teams? Are you at risk of overwhelming staff with the frequency of comms?

  • audience: are you reaching all members of the team?

  • What's the ideal content for each channel?

  • How are you encouraging employee voice?

  • Have you shared this information internally - do employees know what's available?

Here's 5 simple steps to get you on your way to a great communication strategy:

  1. Identify the audience - who needs to read your content?

  2. Determine goals & objectives - why does your audience need to know?

  3. Develop key message - develop clear & concise messaging to deliver your point, think about the copy, visuals, language etc.

  4. Develop tactical plan - how will you communicate (3) to (1)?

  5. Identify measures of evaluation - how do you know that you've succeeded at (2)? Think about interaction %, comments, reactions etc.

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