Alignment with Business Goals

A communications strategy should align with and directly support an organization’s business goals, regardless of whether those goals involve selling toasters or swaying public opinion on a controversial political issue.

Yet, some strategies seem to have been designed in a vacuum, citing only vague objectives such as “increasing website traffic” or “obtaining coverage by top-tier media outlets.” While such outcomes may be beneficial, even desirable, they do not address the central question: How does that support the business goals?

An organization’s initial step toward effective communications, therefore, is to formulate a business plan—or at least clearly defined business goals and objectives.