Strap yourself in, it’s going to get fast
If a week is a long time in politics, three years is an eternity in business. The speed of technological, social, political and economic change is rapid, and as is illustrated by global events such as Brexit, sometimes unpredictable. Decisions made by global leaders can impact whole industries with little notice and less consultation.
Traditional strategic plans for corporations are blueprints for development over a three- to five-year time frame. Let’s do a tiny experiment in time travel. If you got into a room with your colleagues at the start of 2013 to work on a three- to five-year strategy for your business, you did so making assumptions about the trends that would shape your markets, your access to labor, your competition.
Now, look around at the business environment. How many of those priorities, drivers and forces remain in place today? Disruption and seismic shifts are the new normal. The forces that require a strategic response today are, for many industries or sectors, already significantly different to what had been anticipated even three years ago.
How can communicators establish a strategic response to changing times?
- Become part of the planning team
- Treat strategy as a process, not a product
- No more set and forget
- Understand the relationship between strategy and bottom line
Organizations exist for a purpose, and for the majority, that purpose is financial return. The process of strategic planning provides direction for all parts of an organization to align to deliver on the purpose, through building capability, responding to external factors, mitigating issues and risks and focusing effort. The opportunity for communication is to contribute to the business outcome through the tools and capabilities of our profession.
This is an extract from my article for Communication World, Rethinking Strategic Communication for Changing Times – Communication World in the February edition of Communication World.
“Communications is an undervalued, lightly regarded discipline in the theory and practice of corporate leadership” writes Walter G. Montgomery in an excellent piece in Knowledge@Wharton, How CEOs Can Adopt a 21st-century Approach to Communication.
Walter G Montgomery on CEO communication
He provides six requirements for CEOs needing to increase the strategic focus for communication as a business differentiator:
- Clearly and repeatedly send the message that communication is valued and essential – including as a requirement for career advancement.
- Be scientific about effective communication – new advances in data science and cognitive studies should form a part of effective communication design.
- View the communication environment holistically and assess it as such – it isn’t outsourced to a comms team.
- Skill build for all with a communication responsibility.
- Make the top communication job a strategic one.
- Focus tightly on values through communication activity.
Read the full article.
It’s spring, the days are warmer, and things are growing! In preparation for summer,
The grass has ris...
people are back at the gym, and healing the winter lawns. Winter bodies and gardens aren’t the only thing that benefit from some care and preparation for the seasons ahead. Like all natural systems, an effective communication strategy requires time and focus to grow.
We are quickly approaching the last financial quarter for 2011. Taking time before the new year to ensure your communication system have all the levers in place will be essential to delivering the 2012 business strategy for your organisation.
Take this 30-second health check to see how prepared your communication function is for the new year.
Business performance can be improved with effective communication in your business. As a communication leader, you need to be ahead of the curve when it comes to communicating strategy.
If any of these levers are not in place, you may not get the results you are aiming for from your communication efforts.
We have a spring special on communication health checks for small and medium size businesses. Contact us on +61 412 504 252 to discuss how this special offer can help your business, or email us via this spam-safe link http://scr.im/meanbiz.
“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it” Ferris Beuller
I recently ran a planning session with a group of senior communicators. Working in a challenging environment, they have a great record for delivering innovative solutions that meet their client’s needs. The list of team achievements over the past few years was impressive. They do this in a complex, time-poor environment that has undergone major change over recent months.
The middle of the calendar year is filled with symbolism. The half way point between the aspirations of January and the crunch of Christmas. It is the heart of the story – the ‘middle’ where the most ‘stuff’ is happening. It is a credit to this group that they were prepared to stop for a day to look at where they have come from and what is ahead.
Mid-year ‘planning’ is a way of gathering the collective intention, resources and capacity of a team to ensure that progress is recognised and priorities are clear. As almost every workplace has discovered over the past few years – things change. Whether through global, economic, political or natural forces, change happens. By ‘regrouping’ mid plan, leadership teams are able to confirm the priorities, agree the messages and stay agile for the months ahead.
Have you planned your mid-year strategy conversations?
Whatever size your business, this is an essential process to ensure your direction is consistent with changes in your business environment and to make sure the story ‘makes sense’ of what needs to be done for the remainder of the year.