Weaving Your Communications Strategy Into a Story
A successful communications strategy is much like a well-written, well-told story. As with all compelling narratives, your communications strategy should have:
Your case statement is the introduction to your story. It’s what draws stakeholders in by clearly stating the challenge your organization is faced with and why it urgently needs to overcome this challenge. Your case statement defines what’s at stake and explains what resources and support your organization will need to meet this challenge. It must also create a hopeful vision of what will happen when the obstacle is finally overcome.
Next is the action-packed middle. Newsletters and updates posted on your website keep stakeholders interested and engaged in the work you're doing. Frequent communications should be filled with the micro-stories that map your success as you move towards your goal. Newsletters highlight challenges you've overcome and celebrate the donors and partners helping you along the way. Engaging newsletters are a treat to read and keep stakeholders invested in your organization.
Your annual report is like your story’s happy ending. It's a celebration of your successful journey, an acknowledgement of the many supporters who joined you, and a thoughtful reflection on what was learned over the year.
As in every great story, the beginning, middle, and end are critical to your communication strategy’s overall structure. Remove any one of these elements and your stakeholders will be left with an incomplete picture of who you are, what you do, and how vital your organization is to the community.
- a beginning that sets the stage for the challenge ahead
- an action-packed middle filled with exciting tales as your organization passes major milestones
- a satisfying conclusion where all the pieces come together and your organization’s journey concludes with a happy ending.
Your case statement is the introduction to your story. It’s what draws stakeholders in by clearly stating the challenge your organization is faced with and why it urgently needs to overcome this challenge. Your case statement defines what’s at stake and explains what resources and support your organization will need to meet this challenge. It must also create a hopeful vision of what will happen when the obstacle is finally overcome.
Next is the action-packed middle. Newsletters and updates posted on your website keep stakeholders interested and engaged in the work you're doing. Frequent communications should be filled with the micro-stories that map your success as you move towards your goal. Newsletters highlight challenges you've overcome and celebrate the donors and partners helping you along the way. Engaging newsletters are a treat to read and keep stakeholders invested in your organization.
Your annual report is like your story’s happy ending. It's a celebration of your successful journey, an acknowledgement of the many supporters who joined you, and a thoughtful reflection on what was learned over the year.
As in every great story, the beginning, middle, and end are critical to your communication strategy’s overall structure. Remove any one of these elements and your stakeholders will be left with an incomplete picture of who you are, what you do, and how vital your organization is to the community.