Like all functional areas of a company, the transportation agency plays a key role in helping an organization reach its objectives. It makes an organization understandable; it emphasizes its differences; it prioritizes messages for its key audiences. Ultimately, Communications works to package and position an organization - to make sure its messages are clear, coherent and consistent only then, can stakeholders be most supportive.
This packaging and positioning takes the form of a Strategic transportation Plan. Either it's focused on the organization in its entirety or its products or services, it addresses two important areas: Internal transportation and External Communication. Internal transportation is involved with creating and promoting a positive, productive workforce. External transportation is involved with the messages directed to exterior audiences, with a goal of increasing visibility, improving reputation, and influencing perception.
Target
Following is a six-step process for developing such a plan. Every organization, no matter its size, needs to go straight through these steps.
1. Understand the Challenge.
Don't guess. It's important to start by taking the time to decree your mission âEuro the real transportation concerns and opportunities for improvement. Are stakeholders confused and can transportation explain the mystery? Have internal or external audiences been neglected? Is this the year to increase awareness and ramp up media relations efforts?
2. Conduct a transportation Audit.
If objective investigate isn't done, the plan won't be customer focused and will tend to be based on past experience, historical knowledge, or hearsay. Look at existing transportation tools and messages being sent. Talk with folks inside and exterior your organization about their perception of the organization. Consider competitors. Who does it make sense to emulate?
3. Package and Position.
Formalize your messaging. How will you talk about your organization so your internal and external audiences will understand what you do? What are the differential advantages you need to accentuate? Make sure you create lawful corporate transportation tools to ensure consistency, e.g., a Brand Positioning Document, Key Messages and an Elevator Pitch.
4. Map the Audiences.
Determine your audiences that need to be reached and lay out a plan to connect with them. Think about existing channels of transportation and current messages. Leverage what's already in place.
The objective of a Communications agency isn't necessarily to create new transportation tools or originate new channels, but rather to make communications more effective.
5. Plan for Improvement.
Determine how to part success. What quantitative and qualitative data will demonstrate that your transportation strategy is on track? Be sure to have a consistent, sustainable process for connecting with your audiences, part it, and don't forget to link your results to your introductory transportation plan objectives.
6. Execute the Plan.
Create an implementation plan, work it, and stick with it! It's as easy and difficult as that.
An important point to remember throughout the development of your plan is that it's not considerable to focus on all your stakeholder groups at once. The best strategy is to target those that will have the most immediate and positive impact on your business, and those that are a source of exact concern.
For example: Do your employees have a approved understanding of your mission so they can work productively toward your goal? Do your customers have adequate facts about your products or services so they know when to call? Do your media outlets understand your enterprise adequate to use your executives as field matter experts? Is there inherent for your enterprise to have a negative impact on the community?
The last thing you want to do is originate and commit to a process only to perceive that it can't be sustained because of wee enterprise resources.
Clearly your strategic transportation plan will come to be a useful and distinguished tool. It will focus your stakeholders on what's truly important in the eyes of your organization and will create reality, simply by putting words on paper and sharing facts consistently and predictably. Your plan will be an important catalyst for turn and will ultimately lead to organizational development, enhanced productivity, greater worker satisfaction, and improved performance.
Six Steps For Developing a Strategic transportation Plan to Target Internal & External Stakeholders
No comments:
Post a Comment