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Strategic session: developing a communication strategy
Strategic session is the best way to work on developing a communication strategy jointly with a client. A communication strategic session allows the team to discuss key business goals, synchronize communication goals, and agree on next steps for promotion. At such sessions, together with team, we analyse the current situation, define gooals, development directions, and fix an action plan.
The goals of a strategic session can vary:
Develop a communication strategy
If you already have goals, but do not understand how to achieve them
Adapt the current communication strategy
If there is a feeling that the document is not working to its full potential, development slows down
Search for a way out of a crisis situation
The business has suffered a reputational blow and you need to synchronize actions in order to get out of a turmoil with dignity
Launch or develop a new product or service
You need to develop a shared vision and agree on the roles within the team
Format and participants
Strategic sessions include brainstorming, moderated discussions, and practical exercises. Together, we go through all the stages of developing a communication strategy – from analysing the situation and identifying stakeholders to agreeing on an action plan.
As a rule, we conduct longer (one-day) sessions offline. Online format is also possible – especially for shorter discussions up to 2-3 hours.
The optimal number of participants is 3-8 people:
Option 1: top managers only – the board of directors of the company
Option 2: middle management – department directors, communication and marketing managers
Option 3: hybrid format – top executives and middle management
Before the session, we hold briefing sessions with the client for a better understanding of the situation and request, study the materials provided by the client, study the media field.
Strategic session stages
Situation analysis
We discuss the current state of play – market situation, competitors, the company's place in the media field, strengths and weaknesses, the environment in which the company works and plans to develop, how the company is perceived by the target audiences. If the company has conducted a reputation audit, we rely on its conclusions. If not, we discuss all issues during the session.
Communication goals and task
We determine the company's business goals and rely on them when developing communication goals – how and where the company sees itself in one year, several years, or even a decade. Then we get down to to the level of communication tasks – specific actions that should be taken to achieve goals.
Stakeholders
We identify groups of people or organizations that can influence the company's business and are affected by its activities. We analyse their interests, desired attitude and behavior. We agree on which audiences are better to focus on to achieve our goals and find tools for working with all listed target audiences.
Messages
We discuss how each of the stakeholder groups perceives the company – and what we want them to think and know about us. We choose focuses in interacting with each target audience.
Action plan
Then we move on to selecting communication tools – events, media, etc. – to implement the strategy.
Resources
We discuss the need for resources to achieve goals – human, financial, etc.
Measuring results
We agree on how we will measure the results of communication efforts.
Strategic session on communications is an opportunity for your team to discuss key business goals, synchronize communication goals, and agree on next steps for promotion facilitated by an experienced communication strategist. The session will lay the foundation for creating a full-fledged communication strategy for your company or organisation.