In daily operations of an organization, a communication plan plays an important part. It frames activities related to media that include external and internal communications, targets audiences, and clarifies priorities of the organization, staff, and resources assignments. For a successful execution of communication plan, a strong communication strategy is required.

The elements for communication strategy do not defer whether an organization is, for instance, a museum, service provider, foundation, large non-profit hospital, a small advocacy group, or a university. It is driven by the goals and end results of an organization, its vision, beliefs, and values as addressed in a mission statement.

Communication strategy is a basis for developing new programs, monitoring progress, and assessing results. It helps in ensuring that the function of internal communication stays responsive and relevant according to business needs of an organization, although, the entire process can be unnerving sometimes.

Common questions that arise are ‘Where to begin?’, ‘What are the requirements?’, ‘How is the entire process supposed to be driven?’, and ‘How does one measure success?’

Despite the ever-growing business focus on the current function of internal communication, communication strategy has a reputation for challenge and complexity, which often exceeds reality.

The process of communication strategy integrates various forms of management practices, which we, as communicators, follow daily. It also provides a clear methodology that offers assistance in taking powerful decisions.

Why is it important?

Communication strategy is critical for business success. It may be easy to start a business as soon as you have a pool of resources, but the difficult aspect of the business is surviving in it.

It takes a strong vision and clear road map to guide your company on the right path. There are many businesses who are trying to survive. Even if they manage to survive through the elementary business phase as a startup eventually, they will find themselves in the situation of listing potential strategies for future.

Communication strategy in a workplace culture will help organizations identify and map out their strategic goals and objectives via a communication plan. It is a significant procedure for long-term viability and growth.

No longer is communication a one-way technique. Instead, it is a multi-directional technique. In basic management practices like reputation management, branding, and strategic communication, communicating plays a vital role as it allows organizations to do three things.

• Communication allows an organization to trace and respond to things, which are being discussed over various platforms. On social media, one can easily find a mass of case studies on communication failures.
• Communication allows an organization to regulate what their rivals are working or planning.
• Communication allows an organization to monitor trending discussions and debates concerning their industry in which they may be willing to get involved.

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