December 5, 2005

Communicating Strategy? First, Align Your Program

Whether you are just beginning to think about your 2006 communication plan or have a first draft done, there is still time to align your plan with your organization’s objectives (also known as priorities or strategies). After all, smart communicators know that, to ensure value, a communication program needs to support the business. But alignment means more than developing messages. The focus of your program itself—your strategies and tactics—need to be aligned with the organization’s objectives. In this Smart Tips, we’ll show you what we mean and how to do it.

Many communicators miss a key opportunity to achieve true alignment with corporate objectives, to make sure that the core of your communication program—60 to 70% of what you do—supports the company’s priorities.

Here are two examples of how to do so:

1. Your Organization is Going Global
Let’s say that in 2006, your organization is focusing on becoming more global by expanding its presence in Asia and South America. There are key ways communication can (and should) exhibit this goal. Ask yourself:

• Do you translate your vehicles into key languages in these parts of the world?
  
• Do you have the infrastructure and networks in place in these regions to adequately support communication?
  
• What are you doing to support manager communication around the globe?
  
• Do you understand the cultural differences in other areas of the world that may require you to adjust your communication programs and tactics?

In other words, if the company’s leaders are operating globally, you need to make sure that your communication program supports these efforts.

2. Your Organization is Striving to be More Innovative
Or let’s say that your organization is trying to create and encourage innovation. As a communicator, you can put channels in place to promote collaboration and innovation. Consider:

• How can communication demonstrate innovation?
  
• Could your intranet help encourage innovation through collaborative channels dedicated to developing ideas?
  
• Are there other channels (knowledge sharing, etc.) that you can put in place to help foster innovation?
  

The bottom line is that in order for communication to be viewed as a strategic function, you need to act strategically by putting your emphasis on what matters. Rethinking your priorities is a first step towards gaining a seat at the table.