Strategic communications, or the Event does not end with a DJ set
It so happens that the manager goes from theory to practical actions, and there is also the other side, when the specialist intuitively and practically, through trial and error, opens up more and more new faces, and then he finds evidence and justification in the theoretical part.
Which way is right – everyone chooses for himself, in management it is impossible to find the right answer in the book, but you can live your idea, find allies and get a decent result.The most important thing is to “feel the place” where and what you want to change for the better, and then it becomes a strategy that is the foundation of an effective business. A clearly formulated and consistent company development strategy.
And in order for the house to appear, it is necessary to put a frame on the foundation. And these are the goals of the strategy, which are sequentially determined for each level of the organization. When, within the framework of the tree of strategic goals, a development program for each specific department is worked out, with tasks, plans, a set of activities, the roles and functions of employees are determined.
In other words, the strategies of departments strive for the strategic goal of the company, creating a composition.
When there is a “foundation and framework”, it is easier to see the place of a specific task, the goal is clear and there are parameters for evaluating the result. Tasks are the very bricks that add up one after another and assemble in the walls of the house.
How strong the walls will be depends on various indicators. Remember the three piglets of the merry fellow Nif-Nif and Nuf-Nuf and their brother-bore Naf-Naf? Each of them built his own house, but Naf-Naf, the one who had to work hard, was the strongest and most reliable: to drag stones, knead clay, make a strong oak door. And thanks to an integrated approach, his house stood at the onslaught of the enemy. The bricks of his house were held in strong clay.
And in our case, communication – the right communication and interaction – this is the most reliable clay, cement, which connects individual bricks into a strong wall. And the key here is “connects”. Solving problems and issues, achieving the desired result is possible only under the condition of high-quality interaction for the exchange of information, knowledge, intermediate results. Thus, communication is the most important component of an effective business.
There are a lot of ways of communication, ranging from letters, rumors, corporate media – and ending with events and meetings. To solve a particular problem, you should carefully choose the method of communication, know the organization techniques and the subtleties of each of them in order to improve the functioning, atmosphere within the company, interaction with employees, customers and partners.
One of the most effective ways of communication in some cases is events. Often this is not considered a way of communication, but in vain, because it is one of the powerful tools. The main thing is to use it correctly.
To use correctly means to turn to the “foundation” of the company, namely, to the strategy. It often happens that companies plan events, set budgets, and they want to solve an alleged problem. And the key here is “supposedly” and “some.” Everything is vague and blurry.
In order for the event to be effective and have the same synergistic effect, it is important to find out its place in the department’s strategy. Clearly articulate goals, objectives and expected result. Sometimes it happens that an event is not necessary. And you can solve the problem in a different, more economical way.
And when there really is a need, the event turns from just a short action into a project that lives by all the laws of project activity. And it is important to create a project that will not be a holiday torn from the inner life of the company, but will become part of a strategy or a start to solving the problem, and not only individually, but with a team of allies. And here it is important not to stray from the course, but to choose the best solutions and tools and create an effective event.
An effective event is a feast for the whole world …
Design! Do it! Develop!
Content. It is the semantic part of the event, where the key message is formulated clearly, intelligibly, in the “language” of the target audience. This is the first thing to start with. Often, the customer does not pay much attention to this item, they all rather want to get a “picture”, and they should not be ahead of the schedule, because this entails a completely different result, and as a result, inefficient spending of funds. It is important to formulate TK to devote a sufficient amount of time and it makes sense to do this together with the executing company. Because an intelligent executor looks at a task both strategically and through “decision tools” and in this collaboration, truth is born – a capacious key message.