Présentation The communication strategy.pdf
- 1. The communication strategy Presented by POPO POSNIC O’ren Damilla
- 2. Introduction In a world where information is ubiquitous and companies compete for the attention of their target audiences, communications strategy is becoming an essential tool for achieving organisational objectives. Whether to promote a product, reinforce a brand image, inform stakeholders or influence perceptions, a well-designed communications strategy enables a company to effectively convey its messages and reach its target audiences. 01
- 3. What is the communication strategy? Communications strategy is a strategic process that guides an organisation's communications activities (internal and external) in order to achieve its objectives consistently and effectively. It determines how to communicate, based on key criteria. 02
- 4. Why use the communication strategy? For any company, defining a communication strategy has become a key challenge. The brands find themselves in an environment where competition is tough. So, they have no choice but to opt for a strategy that allows them to stand out. • What are the challenges of the communication strategy? •What are the objectives pursued by the company?
- 5. The challenges of the communication strategy A company must first be visible to its target audience and partners, it is notoriety Once the company has launched its products and services on the market, it will become concerned about its credibility. 3 Reliability Visibility Credibility 1 2 Reliability, on the other hand, will depend on the trust of its customers. The company must therefore commit to meeting the fluctuating demands of the latter.
- 6. Company objectives •Indentity objective A company can communicate simply to make itself known and to get into people's minds. In this case, it needs to convey a positive image. To do this, it will highlight values that are appreciated by its customers, such as sustainable development or a socially responsible economy. •Informative objective an informative objective aims to convey useful and relevant information to a target audience, without seeking to persuade or influence their opinions or behaviour.It is both internal (employees) and external (partners and customers). •Influence objective When communicating to increase sales, a company focuses primarily on its customers. Indeed, the messages are primarily aimed at them. To do this, the brand will extol the merits of a product or service in an attempt to convince its target audience of its value. A company can also influence its partners to get what it wants. To be convincing, it needs to show itself in its best light and appear beyond reproach. •Relational objective A brand uses communication to build loyalty among its customers, making them feel important and unique. This strengthens the relationship between customers and the company. The links between a company and its partners also need to be nurtured. To do this, the company must not leave them on the sidelines, but instead stimulate these relationships on an ongoing basis by communicating its activities, sales figures and objectives to its partners.
- 7. What are the actors of the communication strategy? The communication strategy involves several actors who play essential roles in the implementation and success of this approach. Here are the main actors: •The sender: This is the one who initiates the communication. These are advertising agencies, communication agencies. •Advertisers: They are responsible for creating and disseminating advertising messages. They often collaborate with advertising agencies to design effective campaigns. These are companies, brands, administrations... •The media: They play a crucial role in disseminating messages. Media can be television, radio, print, or digital. •Influencers: These individuals have a significant audience on social networks or other platforms. They can be approached to promote a product, a brand, or an idea. •Co-branding partners: When a company partners with another for a communication campaign, these partners collaborate to reinforce their brand image. (public figures, brands, events) “By whom?”
- 8. Regarding the direction of the communication strategy, it can be directed towards various audiences, internal or external to the organization. Here are some examples of potential target audiences: 1. Internal audience: Employees of the organization constitute an important target audience for internal communication, to convey information, strengthen engagement, foster collaboration, and promote a positive corporate culture. 2. External audience: External stakeholders, such as: - customers, - investors, - business partners, - suppliers, - government agencies, - the local community, can also be targeted by the organization's external communication, to promote its products or services, enhance its reputation, manage public relations, and meet societal expectations. “Towards whom?”
- 9. 09 How to develop a communications strategy ? The stages of a communications strategy may vary according to the specific needs of each company or project, but generally they include 8 steps.
- 10. Customers • Target groups • Customer behavior • Communication channels • Customer perception Situation Analysis Situation analysis is a crucial step in the process of developing a communications strategy. It involves taking a close look at the context in which an organisation operates, as well as the challenges, opportunities and trends that may influence its communication. Here are some of the key elements of a situation analysis: Company •Strengths and weaknesses •Company goals •Corporate culture • Resources Collaborators • Partners and investors • Suppliers and distributors • Service providers • Content collaborations Competitors • Established and new competitors • Strengths and weaknesses • Strategies and tactics • Product and market share Context • Legal framework • Social trends • Economic trends • Technologies Communications • Content / SEO • Social media • Online advertising / PPC • Collaborations / influencers
- 11. An objective definition is a clear and precise statement that describes what you want to achieve in a specific area, defining the results you want to achieve and setting parameters for measuring your progress towards these results. The objectives must follow a certain standard called the SMART method. Defining objectives
- 12. Target identification Identifying the target consists in determining precisely the person, group or entity that you wish to reach or influence with your actions, message or product. This involves defining the characteristics: -demographic - psychographic -behavioural of your target audience in order to better adapt your strategies and maximise the effectiveness of your efforts.
- 13. Message development involves creating the content, communication or argument that will be used to effectively convey your message to your target audience. This can include: identifying the main points to be conveyed -choosing the right words and tone -selecting the most appropriate communication channels to reach your audience effectively. Message development
- 14. Choice of communication channels This refers to the selection of communication channels to use for disseminating the message. These may include: - Television - Social media - Emailing - Online advertising This choice takes into account the habits and preferences of the target audience.
- 15. Drawing up a communications plan involves creating a detailed strategy that defines: -communication objectives -target audiences -key messages -the communication channels to be used -activities -timetables to achieve these objectives. Drawing up the communication plan
- 16. Implementing the communication plan involves putting into practice all the actions and activities defined in the plan to achieve the communication objectives. This includes -deploying messages on the various communication channels -organising events -creating content -managing media relations -and any other action provided for in the plan. Plan implementation
- 17. evaluation and adjustment refer to the process of reviewing and modifying the communication plan based on the results achieved and changes in the environment or the needs of the target audience. This involves: -measuring the effectiveness of communication efforts -identifying the successes and challenges encountered -making adjustments to the communication plan, messages or channels to improve results Évaluation and adjustments
- 18. Conclusion In short, an effective communications strategy is based on careful planning, a deep understanding of the target audience and strategic execution. By integrating consistent messages across relevant channels, carefully monitoring responses and adjusting accordingly, an organisation can maximise its impact and achieve its communication objectives. Ultimately, a thoughtful and flexible approach ensures that communication remains aligned with the evolving values, objectives and needs of the organisation and its audience.
- 19. Thank you for your attention