8 things to consider when building a strategic communications plan
(aka some takeaways from our GreenBiz26 workshop)
published 2.26.26
After hosting a packed interactive workshop, in partnership with sustainability and impact leaders from Micron, Adobe and Sorenson, for sustainability leaders across industries at GreenBiz26, we’re sharing the our high level takeaways of what to consider when developing your 6-month strategic comms plan:
1. Start With the Why
Consider what you are trying to do, and why it matters to your company. If it does not have a clear, business-relevant purpose, it’s not strategy; it’s noise. Your stakeholders will see through it (both at the outset when you’re seeking approval and on the other end when it’s out in the world). Make sure you know what you’re working so hard for.
2. Define the Kind of Change You Want to Drive
Stories can move people. Are you trying to build:
Awareness of a need?
Desire to support it?
Knowledge of how?
Ability to execute?
Reinforcement to sustain it?
Be explicit about which stage you’re targeting and plan accordingly.
3. Get Clear on Who Needs to Buy In (+ Who May Not)
Who needs to approve? Who needs to champion? Who might resist? And who doesn’t need to be on board with your message? This one is important to remember as you won’t always get the same level of buy-in from every stakeholder group, and that’s OK.
4. Know Your Audience(s)—Plural
Different stakeholder groups may require different translations of the same story. Map out what resonates with:
Executives
Employees
Investors
Customers
External advocates
Value alignment across leadership is critical, but so is tailoring the narrative for each audience.
5. Align the Story With a Business Priority
If your narrative isn’t anchored to growth, risk, efficiency, innovation or reputation, it won’t stick. Strategic alignment is what moves communications from “nice to have” to “must fund.” You want to be in the latter camp.
6. Choose the Right Channels
Where are your stakeholders getting their information and therefore, where will this story be consumed? Internal channels? Earned media? Social? Direct stakeholder engagement? Don’t be afraid to think outside the box (you can always land back on the ground, but thinking big can be fun too!). Either way, the distribution plan needs to be a part of the strategy - not an afterthought.
7. Build Structure + Repetition
Effective comms have a pattern, a regular cadence and consistency. Repetition builds credibility. One announcement is not a strategy - what else are you doing to hammer home your message. Let’s tell stories!
8. Define Success at the Start
What outcomes would signal this worked and how will you measure them? Each business is going to have a different set of success metrics, so think about what motivates and excites people internally and what story you want to be using to get buy-in for your work next year. Future you will thank you.
Interested in learning more about our strategic communications planning services? Let’s chat →
by Noemí Jiménez
Communications Lead + Cofounder
