It can be tempting to jump straight to communications activity. Write the media release. Send the EDM. Post on LinkedIn. Brief the designer. Plan the event.
But without a clear strategy underpinning it all, even the most creative campaigns can feel scattered and ineffective.
Strategy sits at the core of good communications. It helps organisations step back and answer the important questions before investing time and budget. What are we trying to achieve? Who needs to hear from us? What do we want them to think, feel or do as a result?
One of the most powerful tools inside a communications strategy is a messaging framework. But at Hardman Communications we take this a step further.
Our work focuses on building a clear strategic narrative that aligns business objectives, audiences and communications activity. It ensures that every piece of communication, from a media interview to a LinkedIn post, reinforces the same story.
Our approach includes:
- Understanding the strategic context
What is happening in your sector? What tensions or opportunities shape the story you need to tell?
- Mapping the audiences that matter
Who influences the outcome you are trying to achieve? What do they care about and what will resonate with them?
- Defining the vision and core narrative
What is the central idea that anchors all your communications?
- Developing message pillars and proof points
These provide the structure that keeps communications consistent while still allowing flexibility across channels.
- Identifying story angles and content opportunities
What topics, insights or case studies will bring the messages to life?
- Aligning channels and activity
Where should the story appear and who is best placed to tell it?
This approach is effective because it connects communications activity directly to business strategy.
Instead of reacting to opportunities as they arise, organisations are equipped with a clear narrative and message architecture that ensures communications feel coherent, confident and purposeful.
At Hardman Communications we often help organisations develop messaging strategies from scratch. Just as often, we help untangle existing material that has grown over time and bring it back to a clear, focused story.
Once the strategy and messaging are clear, everything else becomes easier. Campaigns are sharper, content is more purposeful and communications start to work as a true extension of the organisation’s strategy.
If your organisation is investing in communications but the messaging feels fragmented, it may be time to step back and build the strategy first.
Get in touch and let’s start a conversation.
Sue Hardman