Jeremy Corbyn and Owen Smith are going to be really busy this August, going up and down the country fighting for the soul of the Labour Party. It’s going to be brutal and bloody – and fun to watch if it didn’t matter so much to me.
While they’ll be working day and night, others may be taking things a little quieter at the height of the holiday season, which makes it perfect for a bit of planning.
Grab the opportunity and develop a killer comms plan to kick off on 1 September.
Whether you’re developing a communication plan to engage employees or whether you want it to drive sales there are some basic steps to take.
What’s your goal?
Are you launching a new product? Do you want customers to recommend you? Is organisational change on the horizon? Are you on a membership drive? Do you want to boost sales?
Listen to the experts
Experts took a hit in the EU Referendum. We were told not to listen to them, their credibility was savagely attached.
I disagree. Experts are experts because over years they’ve built up a wealth of knowledge and insight in their particularly area. So yes, listen to the experts making informed predictions about what’s happening in the areas that matter.
But they’re not the only ones. Your customers, partners, employees and members are experts on their perception of you and your business, on what it feels like to be connected to you, on why they do or don’t roll their sleeves up and get involved. Ask them what they think … and make sure you listen.
What are you going to say?
I know, I know. You’re creative, innovative, the market leader, a great employer – boring! Everyone says that. Drop the pointless hyperbole.
Instead, think first about the primary concerns of your audiences and then what you have to offer in relation to those concerns. I call this overlap the messaging sweet spot.
Finally, keep the language straightforward. There’s nothing appealing about long, complex sentences!
Plot the touch points
These are the places where you can have a good dialogue with your audiences. These have to be locations, virtual or real, where they gather, where they’ll be ready and willing to hear what you’ve got to say.
Is it working?
Finally, and crucially, measure your impact. You need to know if you’re having an effect. You need to know what’s working and what’s not. Then do more of the good stuff, modifying it where you need to and drop the bad stuff, learning the lessons from it as it goes.