Lately, I’ve been reviewing our communications strategy. I thought it would be helpful to refresh it so it’s something we actually use day-to-day – more than just a file gathering digital dust! I wanted it to be a living, useful tool that keeps the comms team aligned and focused on our organisational goals.
So, I rolled up my sleeves, streamlined it a bit, and asked the team for feedback. I wanted suggestions for making it genuinely helpful, rather than just a “tick-the-box” exercise. And the good news? It’s not as complicated as it sounds – in fact, with a few simple steps, anyone can get started.
If you’ve ever felt a bit daunted by the idea of a communications strategy, keep reading…
Why bother with a comms strategy anyway?
A clear communications plan might sound fancy, but it’s really just about making your life easier and your messaging more effective. Here’s what a good strategy gives you:
- Clear direction and focus – you know what you’re saying, why, and to whom
- Team buy-in – everyone understands the bigger picture
- Audience insight – you know who you’re talking to and where to reach them
- Consistency – your organisation looks and sounds like itself, everywhere
- Clarity on success – you can measure whether your communications are actually working.
Whether you’re a small community group or a bigger organisation, having a plan makes your comms smarter, not harder.
So what is a comms strategy?
At its simplest, it’s a plan for who you’re talking to, why, what you’re saying, where, and when. Think of it as your communications compass – helping you stay on course and keep everything aligned with your goals, vision, and values.
5 steps to get started…
Here’s a friendly, easy-peasy way to get a strategy off the ground:
- Purpose, vision, and values
Start with your “why.” Why does your organisation exist? What do you want to achieve? What values guide the way you work and communicate? Everything else flows from this. - Know your audience (and how to reach them)
Who are you talking to? Where do they spend time online or offline? Knowing this helps you pick the right channels and tone. - Key messages and calls to action
What are the top things you want people to know, feel, and do after interacting with you? Keep your messaging consistent but flexible enough to work in different contexts. - Make an action plan for content
Decide what you’ll say, when, and who will do it. This could be a spreadsheet, a Basecamp board, or even a sticky-note wall. Planning ahead reduces last-minute panic and keeps your comms flowing. - Measure success
Set some simple goals – like engagement, reach, sign-ups, or website clicks — and review regularly. This tells you what’s working and what could be tweaked.
Bringing it all together
If you’ve read my previous blog on content planning, you’ll see how this ties in. Your strategy gives you direction, and your content plan is the map that helps you get there.
And don’t worry, you don’t have to do this alone. We’re thinking of running a Q&A session for members on comms strategy so you can ask questions, share ideas, and get feedback. Let’s make comms a bit less scary and a lot more useful for everyone!
Quick takeaways
- Start simple – strategy doesn’t have to be complicated
- Keep it active and alive – it should guide your day-to-day comms
- Get the team involved – more brains = better ideas
- Measure and adapt – find out what works and build on it
Want to join a Q&A?
Drop us an email to express an interest, we would love to hear from you!: helena.kondziela@actionhampshire.org
