Communication – it takes place at all times and in all places. And although we should have perfected it through our constant use, we are far from it.

And if misunderstandings can occur on an interpersonal level, what about on a professional level when companies communicate? A well-thought-out communication strategy is, therefore, a must for every company!

Table of contents

What Is a Communication or PR Concept?

In order for a company to be perceived as credible and trustworthy by the intended type of audience, it needs a consistent external image.

Through digitization and the increased use of social media, companies are faced with the challenge of presenting their corporate identity across as many channels as possible in such a way that the external impact is classified as exactly that – consistent and authentic.

So how does a company communicate as successfully as possible?

An almost indispensable way is the creation of a communication concept, which exclusively defines the communication of the company.

It is based on the company’s policy and marketing goals and has the target group and potential users firmly in focus.

Only emotionally appealing, strategic communication ensures a trustworthy corporate perception in the long term.

The concept is a theoretical basis, the model for achieving communication and marketing goals. It clarifies the methodology, identifies the most important stages, and visualizes your success. From it derives a strategy for practice.

The advantages in brief:

  • Written presentation of all relevant information and factors
  • Holistic view and targeted planning
  • Elaboration of concrete goals
  • Concentration on essential steps
  • Guideline for orientation
  • Possibility to control deadlines, budget and success
  • Simplified and consistent mediation to third parties
hellenic-timeline
hellenic technologies
Athens, Greece
5 - 13 recommendations
Digital & Marketing StrategyE-commerceSocial MediaWebsite Creation Software
Discover the agencyarrow_forward
Emkan Media
Dubai, United Arab Emirates
5 - 4 recommendations
Advertising & DisplayDigital & Marketing StrategyPhotographySocial Media
Discover the agencyarrow_forward
Addicta
Cairo, Egypt
4.9 - 3 recommendations
Digital & Marketing StrategyE-commerceMobile & App DevelopmentWeb & Software DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
6W Agency
Dubai, United Arab Emirates
0 - 0 recommendation
Digital & Marketing StrategySocial MediaWebsite Creation Software
Discover the agencyarrow_forward
branding-bar-timeline
Branding Bar
Bonn,Al Maadi, Germany, Egypt
4.9 - 6 recommendations
Digital & Marketing StrategyWeb Design
Discover the agencyarrow_forward
swc-125
SWC Partnership
London, United Kingdom
5/5 - 9 recommendations
Advertising & DisplayDefaultDigital & Marketing StrategyMarketingPublic Relations
Discover the agencyarrow_forward
havas1
Socialyse Belgium
London, United Kingdom
5/5 - 0 recommendation
Marketing
Discover the agencyarrow_forward
op1
POP Communications
Dubai, United Arab Emirates
5/5 - 2 recommendations
MarketingPublic Relations
Discover the agencyarrow_forward
praxis1
Praxis Advertising
Dubai, United Arab Emirates
5/5 - 0 recommendation
Advertising & DisplayDigital & Marketing Strategy
Discover the agencyarrow_forward
place1
Sandpaper
Dubai, United Arab Emirates
5/5 - 5 recommendations
Digital & Marketing StrategyMarketingPublic RelationsWebsite Creation Software
Discover the agencyarrow_forward
roots1
Grassroots creative agency
Dubai, United Arab Emirates
5/5 - 10 recommendations
Digital & Marketing StrategyMarketingWeb DesignWebsite Creation Software
Discover the agencyarrow_forward
asia1
ASIA MEDIA PUBLISHING GROUP CO. LTD
Bangkok, Thailand
5/5 - 6 recommendations
Advertising & DisplayDigital & Marketing StrategyPublic RelationsWebsite Creation Software
Discover the agencyarrow_forward
suz1
Suzaku Productions Co., Ltd.
Bangkok, Thailand
5/5 - 13 recommendations
Digital & Marketing StrategyWebsite Creation Software
Discover the agencyarrow_forward
web1
Web Romandie
Lausanne, Switzerland
5/5 - 0 recommendation
Advertising & DisplayDigital & Marketing StrategyWebsite Creation Software
Discover the agencyarrow_forward
pix1
Pixels Trade SA
Geneva, Switzerland
5/5 - 12 recommendations
Digital & Marketing StrategyWebsite Creation Software
Discover the agencyarrow_forward
evol1
EvolveDigitas
Singapore, Singapore
5/5 - 5 recommendations
Advertising & DisplayDigital & Marketing StrategyMarketingPublic RelationsWebsite Creation Software
Discover the agencyarrow_forward
prio1
Priority Connect Digital
Singapore, Singapore
5/5 - 1 recommendation
Advertising & DisplayDigital & Marketing StrategyPublic RelationsWebsite Creation Software
Discover the agencyarrow_forward
ab1
ab4.systems
Singapore, Singapore
5/5 - 26 recommendations
Advertising & DisplayDigital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
blen1
Creative Blend
Riyadh, Saudi Arabia
5/5 - 1 recommendation
Advertising & DisplayDigital & Marketing StrategyMarketingPublic RelationsWebsite Creation Software
Discover the agencyarrow_forward
di1
Dice Marketing and Advertising
Riyadh, Saudi Arabia
5/5 - 1 recommendation
Advertising & DisplayMarketingWebsite Creation Software
Discover the agencyarrow_forward
your
diARK
Bucharest, Romania
5/5 - 3 recommendations
Advertising & DisplayMarketingPublic RelationsWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
we1
Destinare Marketing Group
Doha, Qatar
5/5 - 1 recommendation
Advertising & DisplayMarketingWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
artx1
ArtX Pro
Karachi, Pakistan
5/5 - 3 recommendations
Digital & Marketing StrategyMarketingWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
redoy1
Redoya – Smart digital branding agency
Lahore, Pakistan
5/5 - 1 recommendation
Digital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
brand1
Brand & Image
Casablanca, Morocco
5/5 - 0 recommendation
Digital & Marketing StrategyWebsite Creation Software
Discover the agencyarrow_forward
maroon2
Maroon studio sdn bhd
Kuala Lumpur, Malaysia
5/5 - 0 recommendation
Advertising & DisplayDigital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
estim1
Virtualspirit Technology
Seri Kembangan, Malaysia
5/5 - 1 recommendation
Digital & Marketing StrategyMobile & App DevelopmentWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
insta1
NEXTSCLICK DIGITAL
Kuala Lumpur, Malaysia
5/5 - 5 recommendations
Advertising & DisplayDigital & Marketing StrategyWeb DesignWebsite Creation Software
Discover the agencyarrow_forward
wave
Caspian Digital Solutions
Petaling Jaya, Malaysia
5/5 - 5 recommendations
Advertising & DisplayDigital & Marketing StrategyMarketing
Discover the agencyarrow_forward
ice1
Icetulip
Beirut, Lebanon
5/5 - 3 recommendations
Advertising & DisplayDigital & Marketing StrategyWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
003
Quaive Creative Studio
Hawally, Kuwait
5/5 - 4 recommendations
Advertising & DisplayDigital & Marketing Strategy
Discover the agencyarrow_forward
002
Poixel
Kuwait City, Kuwait
5/5 - 2 recommendations
Digital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
77
MRG Enterprise Inc. / MRG-nation
Tokyo, Japon
5/5 - 0 recommendation
Advertising & DisplayDigital & Marketing Strategy
Discover the agencyarrow_forward
56
Lokal Vokal
Central Jakarta, Indonesia
5/5 - 0 recommendation
Advertising & DisplayDigital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
45
ChubbyRawit Digital Marketing Agency
South Jakarta, Indonesia
5/5 - 10 recommendations
Advertising & DisplayDigital & Marketing StrategyMarketingWeb Development
Discover the agencyarrow_forward
30
FMG
West Jakarta City, Indonesia
5/5 - 5 recommendations
Advertising & DisplayMarketingWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
06
Taksu Digital
Hong Kong, Hong Kong
5/5 - 8 recommendations
Digital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
04
DSIGN Branding
Hong Kong, Hong Kong
5/5 - 2 recommendations
Digital & Marketing StrategyMarketing
Discover the agencyarrow_forward
02
The Orangeblowfish
Hong Kong, Hong Kong
5/5 - 2 recommendations
Digital & Marketing Strategy
Discover the agencyarrow_forward
veloma
heydaysss
Hong Kong Island, Hong Kong
5/5 - 6 recommendations
MarketingWeb Development
Discover the agencyarrow_forward
ki
4HK
Hong Kong Island, Hong Kong
5/5 - 5 recommendations
Digital & Marketing StrategyMarketing
Discover the agencyarrow_forward
alika
Pencil Designs
New Cairo City, Egypt
5/5 - 2 recommendations
Digital & Marketing StrategyWeb Development
Discover the agencyarrow_forward
squad2
Squad
Cairo, Egypt
5/5 - 10 recommendations
Digital & Marketing Strategy
Discover the agencyarrow_forward
gendarme
Fisheye Solutions
Giza, Egypt
5/5 - 3 recommendations
Digital & Marketing StrategyMarketing
Discover the agencyarrow_forward
citrus
sendian creations
Al Maadi, Egypt
5/5 - 6 recommendations
MarketingWeb Development
Discover the agencyarrow_forward
tamtam
Nilecode
Qesm Torah, Egypt
5/5 - 4 recommendations
Digital & Marketing StrategyWeb Development
Discover the agencyarrow_forward
bonbon
INETWORK Middle East
New Cairo City, Egypt
5/5 - 8 recommendations
Digital & Marketing StrategyMarketingWebsite Creation Software
Discover the agencyarrow_forward
ses
WebbingStone
6th of October City, Egypt
5/5 - 13 recommendations
Content MarketingDigital & Marketing StrategyMarketingWeb Development
Discover the agencyarrow_forward
jjjjjjj
Indigo Media
Qism El-Nozha, Egypt
5/5 - 0 recommendation
Marketing
Discover the agencyarrow_forward
pppppp
bni – bright new ideas
Nasr City, Egypt
5/5 - 9 recommendations
Digital & Marketing StrategyWeb Development
Discover the agencyarrow_forward
dididid
Intcore
Giza Governorate, Egypt
5/5 - 6 recommendations
Digital & Marketing StrategySEOWeb DevelopmentWebsite Creation Software
Discover the agencyarrow_forward
aaaaaa
Ad Value Marketing Agency
Cairo Governorate, Egypt
5/5 - 2 recommendations
Marketing
Discover the agencyarrow_forward
lilliliil
O2 Media Group
Giza, Egypt
5/5 - 14 recommendations
Digital & Marketing StrategyMarketingWeb Development
Discover the agencyarrow_forward
kaaaka
Baran Productions
Al Maadi, Egypt
5/5 - 2 recommendations
Digital & Marketing Strategy
Discover the agencyarrow_forward
hihi
New Step Media
Ad Doqi, Egypt
5/5 - 10 recommendations
Marketing
Discover the agencyarrow_forward
capture789
Essencius A/S
Copenhagen, Denmark
5/5 - 4 recommendations
Marketing
Discover the agencyarrow_forward
Resonance
Shanghai, China
5/5 - 0 recommendation
Digital & Marketing Strategy
Discover the agencyarrow_forward
poisson2
JungleFish Shanghai
Shanghai, China
5/5 - 0 recommendation
Digital & Marketing Strategy
Discover the agencyarrow_forward
Fabric IT
Southern Governorate, Bahrain
5/5 - 0 recommendation
Digital & Marketing StrategyWebsite Creation Software
Discover the agencyarrow_forward
Jaroudi Media
Manama, Bahrain
5/5 - 0 recommendation
Digital & Marketing StrategyMarketing
Discover the agencyarrow_forward
capture
HiveDigit
Bordj El Kiffan, ALGERIE
5/5 - 3 recommendations
Digital & Marketing StrategyWeb Design
Discover the agencyarrow_forward

For What and When Do You Need a Communication Strategy?

Strategies can be found in many areas, such as politics, the military, and, of course, very much in business, where they are defined as “a course of action planned by the company to achieve its own goals”.

So once the company has defined the current state, the target state, and also the target group in the communications concept, the appropriate strategy is developed from this in order to achieve the goal. The concept determines which goals are to be focused on in the first place.

The strategy now describes the details, i.e. measures to achieve the goals. In most cases, a strategy is designed for a period of two to three years and describes the way and the many aspects of implementation.

After all, it’s not just about verbal communication. As the communication scientist Paul Watzlawick already recognized, there is never no communication.

Communication also takes place through facial expressions, gestures, and behavior, i.e. a language that does not require any words. Accordingly, it is never possible to communicate only content.

Every statement is linked to a relationship aspect, which can be perceived positively or negatively by the recipient.

Definition of Communication Strategy

Communications scholar Klaus Merten put it this way in 2012:

A strategy is the robust planning of a plan of upstream decisions to optimally achieve a goal, the enforcement of which is immunized against disruption.

You have to read it twice, but it hits the nail on the head: stay on course and allow for disruption. Distinguishing strategic action from mere goal pursuit is more than tactics, even in communications.

Putting a Commnuication Strategy into Place

To communicate effectively in any situation, you need strategic direction. Here are a few exemplary use cases:

  • The communication strategy is the basis of communication annual planning, so it serves to set the course for the entire communication management in a period of time.
  • A defined communication strategy is needed for sub-areas of marketing, e.g. for internal communication, but also for certain delimited fields such as marketing for product launches or innovations.
  • A defined strategy serves to guide process-related communication, such as in the management of change processes or major projects.

In the case of processes relevant to the stock market, such as mergers or acquisitions, convincing communication strategies are often required.

In particular, they must meet the requirements of the capital market and investors and also take into account the influences of the markets.

How to Create a Communication Strategy

Developing, implementing, and maintaining a communications strategy is not easy, but it is immensely important. The process is divided into three main stages, which should be repeated continuously to check results and adjust them if necessary.

  1. Development and formulation of the communication strategy
  2. Communicating and marketing the communication strategy
  3. Monitoring the success and further development of the communication strategy

Stage 1: Developing and Formulating the Communications Strategy

The first stage of the process is also the most difficult in the overall strategic process. This is where the communication strategy is developed and defined. To avoid facing an impossible task here, it is best to follow the steps below:

Definition of Corporate Goals and Corporate Strategy

In the beginning, there is an examination of the initial situation, the corporate goals, and the overarching corporate strategy.

At the top goal level is the corporate purpose. It is described by the mission (and vision) of the company, i.e. the definition of the basic orientation framework for the economic activities of the organization. Under the mission fall the questions:

  • What are we?
  • Why do we exist?
  • What do we stand for?
  • What do we believe in?

Identify Strengths and Weaknesses of the Company

In order to position the company in the best possible way, strengths and weaknesses, opportunities and threats should be known.

By means of a SWOT analysis (strengths/weaknesses/opportunities/risks analysis), the company’s situation can be assessed and profiling opportunities discussed. Above all, the expectations of the target groups and stakeholders vis-à-vis the company must be taken into account here.

Describing the Current Situation and Formulating Demands

Based on the results of the SWOT analysis, the current communication situation is now described. What is the current perception (of the company/division/brand), what is the reputation?

At the same time, the fundamental demands on communications management should be clarified.

  • What should it accomplish?
  • How should the company be perceived?
  • What tasks can corporate communications take on?
  • What should change as a result of the communications strategy?

This is where the communication goals come from. An exemplary question for the creation of a communication goal, which is aligned with the company’s goals, is: How can the means of communication contribute to an increase in sales?

But be careful: a communication goal is only meaningful if it can be achieved directly and independently of others.

Deciding on a Communication Strategy

By examining the various communication options, the decision for a specific communication strategy is developed. Questions for this are, for example:

  • What are the most promising options for achieving the communication goals?
  • Which option can be implemented well or less well?
  • Which type of communication suits the company and the brand?
  • What aspects are particularly relevant with regard to the corporate strategy?

The answers to these questions can then be used to define priorities and focal points for communications work. Now these focal points should also be used as guiding ideas.

The best way to do this is with a simple, catchy, understandable story that is in line with the brand.

Strategic Communications Planning

The subsequent planning of communication measures fills the roughly outlined goals with suitable messages. Measures are planned with a view to deadlines and resources.

The main focus here is on developing a longer-term plan of action that specifies exactly which messages and topics will be sent to which target group in what form. An editorial plan makes it easier to structure the measures and not lose track of them.

For example, the plan for the communication strategy via social media could look like this:

  • Which post goes online on which days?
  • What message does it send to the target group?
  • How will it be distributed? As a video, as a link to an ad, as a simple post or as a picture from the company ?

Important for the personnel sector would be:

  • Which online job board does our target group frequent?
  • How long should the ad stay up?
  • How should the ad be designed to reflect the corporate culture and communication policy?

Can events also be considered in order to address talent directly?

  • Which event is suitable for which target group?
  • When will it take place?
  • Who will be there to represent the company?
  • Can he/she convey the company’s messages well to the outside world?

Budget Planning

Very important: a budget should be calculated for each measure. Costs, such as labor hours incurred in designing job advertisements or through presence at recruitment fairs, should definitely be taken into account.

Agencies may also need to be involved. They don’t work for free either.

Once all the measures have been budgeted and approved, nothing stands in the way of reliable implementation.

After all, the crux of a communications strategy is not only factors such as customers, brands, and sales, but above all continuity and professionalism.

Stage 2: The Communication and Marketing of the Communication Strategy

Now begins part 2, the communication, explanation, and internal marketing of the communications strategy in the form of board meetings, employee events, presentations, and individual discussions.

Corporate communications will only be consistent and promising if all corporate divisions relevant to communications know, understand, and accept the communications strategy and apply it to their own activities.

One example – the human resources area: topics such as employer branding or employee communications generate a great deal of public attention and influence the company’s communications profile.

Acceptance of the communications strategy in this area is therefore essential and in the interests of the company.

Stage 3: Success Monitoring and Further Development of the Communications Strategy

With the help of defined key figures and indicators, it is now possible to measure and optimize the success of communications and marketing.

Appropriate performance measures should also have been defined for the communications strategy when it was first developed, in order to keep an eye on whether the respective communications goals are being achieved.

Above all, it is important that the corporate strategy or the marketing or project strategy has also been effectively supported.

It is incredibly important to regularly review communication strategies to see if they are proving effective or need to be adjusted. Communications work must not only be effective, but also efficient. If its impact is not reviewed, it is worthless.

What Did We Learn?

Without a concept and strategy, everything is nothing.

  1. Credible and good corporate communications are based on a well-developed communications strategy.
  2. The communication strategy needs a systematically created concept that reflects the company.
  3. The process of elaboration should not be abbreviated!
  4. A defined strategic communication minimizes risks.
  5. Every strategy must be actively communicated and tellable. A credible story is therefore useful.
  6. The company’s strategy and communication policy must be accepted and taken into account throughout the company.
  7. A communication strategy is a part of the communication concept. It is not identical! The difference lies in the complexity. The communication concept is complex, whereas the communication strategy is simple.