Inside a communication strategy: what it is and why it matters
If you’ve ever found yourself halfway through a campaign wondering, “Wait… what are we actually trying to say here?” you’re not alone.
It’s one of the most common pain points I hear from new clients. You’re posting on social media, your team is pitching to media, there’s a new ad campaign running but it all feels a bit disconnected. The message is muddy, the results are mixed, and no one’s quite sure what success looks like.
That’s where a communication strategy comes in.
Not just a document to tick off. Not just a marketing buzzword. But an essential roadmap to get everyone aligned from the boardroom to the socials.
So, how does a communication strategy actually work in practice?
Let’s break it down.
First up: what even is a communication strategy?
A communication strategy is your game plan for how you show up consistently, clearly, and with purpose.
It outlines:
What you want to be known for
Who you’re talking to
What you’re trying to achieve
How you’ll deliver the message
And how you’ll measure success
Think of it as your compass. It ensures every piece of content, every media opportunity, every internal update is rowing in the same direction.
It’s not about being everywhere. It’s about being intentional with what you say, who you say it to, and how often you show up.
So, how do we actually build one?
At ABC PR, our process always starts with a simple question: Why now?
Why are you investing in communications today – is it a new launch, a shift in leadership, a need to build visibility, or something else?
Once we know that, here’s how we break it down:
1. Objectives
What do you want to achieve? Are you trying to attract investors, gain media attention, engage staff, or launch a new brand? Without clear goals, your strategy is just noise.
2. Audience
Who are you trying to reach, and what do they care about? This is where many businesses go wrong. If your message isn’t tailored to the person reading or hearing it, it’s not going to land.
3. Key messages
What are the 2–3 big ideas you want to be known for? These should be simple, repeatable, and backed by evidence. Done right, they become the golden thread running through every piece of content.
4. Channels
Where does your audience spend time? Are they listening to podcasts, scrolling LinkedIn, reading trade publications, or attending industry events? Your strategy should match your message to the right medium.
5. Spokespeople
Who’s telling the story? Whether it’s a CEO, subject matter expert, or founder, we help shape your spokespeople into confident, credible communicators who can cut through the noise.
6. Communications calendar
We map out the story arcs across weeks or months, what themes we’ll focus on, what events or milestones to leverage, and what formats we’ll use (op-eds, interviews, reactive commentary, LinkedIn posts, newsletters etc.).
7. Measurement
We set success metrics up front so you know whether the strategy is working. That might be media coverage, internal engagement, share of voice, or shifts in brand perception.
A good strategy is built to flex
It’s important to remember – communication strategies aren’t rigid. They’re designed to give you direction, but they also need to adapt to what’s happening in the world.
That could mean pivoting during a crisis, seizing a media opportunity, or refining your messages after audience feedback.
That’s why our strategies always include reactive and proactive streams so you’re prepared and agile.
It’s not just for the comms team
A solid communication strategy isn’t just for PR and marketing teams – it’s for your whole business.
When your entire organisation knows what you stand for, what the priorities are, and how to speak about them with confidence, you create real momentum.
I’ve seen clients go from reactive and disjointed to consistent and confident, just by getting clear on their communications roadmap.
Because when your message is clear, you get cut-through. And when it’s consistent, you get traction.
So, what’s next?
If you’re thinking about building or refreshing your communications strategy, here are three questions to ask:
What do we want to be known for in the next 12 months?
What’s holding us back from showing up more consistently?
Are we saying the same thing internally as we are externally?
If you’re unsure of the answers, that’s exactly where we come in.
At ABC PR, we help businesses turn their big ideas into credible, compelling stories – through clear strategy, sharp messaging, and communications that actually move the dial.
Because the best strategies don’t just talk. They connect. And when done well, they turn ideas into action.
Ready to tell your story?
Contact Us to start your journey.