What Is a Communications Strategy?

At its core, a communications strategy (often referred to as a “comms strategy”) is a structured plan outlining how an organisation communicates with its target audience. It’s a comprehensive guide that ensures your messages reach the right people at the right time using the most effective channels.

A robust communications strategy answers key questions such as:

• Who are we communicating with? (Target audience)
• What’s the message? (Core message)
• Why are we communicating? (Purpose and objectives)
• How will we communicate? (Mediums and tools)
• When will we communicate? (Timing and frequency)

In my experience managing large-scale communications projects, I’ve seen first-hand how getting these basics right can make a campaign truly impactful. For instance, USAID invested millions of dollars into Pakistan. But when communicating with the public, they would do so in their terminology (usually in jargon-heavy macro terms – x thousand megawatts of electricity has been added to the grid, etc.) that it wouldn’t cut through. 

By tailoring messages to specific audience segments by focusing on relatable human stories—such as a young girl able to study at night due to improved electricity— we were able to make the message relatable and relevant again. Another notable campaign was about the inherent scepticism of a Pakistani audience towards USAID and its work.  Our  “Seeing is Believing” campaign encouraged sceptics to witness USAID’s projects for themselves. 

By acknowledging the scepticism head-on and showing our participants’ scepticism recede, we were able to address head-on existing misgivings. This campaign saw a significant rise in positive perceptions of USAID over two years.

Key Components of a Communications Strategy

A well-rounded communications strategy usually includes several key elements:

• Audience Segmentation: Identifying and understanding your audiences, which may include internal stakeholders like employees and management, as well as external ones such as customers, investors, the media, and regulators.
• Messaging: Creating clear, consistent messages tailored to each audience. These should align with your organisation’s mission and values. For instance, when working with the Gates Foundation in Pakistan, we crafted messages that directly addressed mistrust around polio vaccines. By engaging trusted community leaders, we helped stop the spread of new polio cases in the region.
• Objectives and Goals: Defining measurable goals that are aligned with broader organisational objectives, whether that’s raising brand awareness or managing a crisis.
• Channels and Tools: Choosing the right platforms to deliver your message—whether through social media, email campaigns, or face-to-face meetings. When we introduced digital resources for the British Council’s IELTS exams in Pakistan, it helped reverse a market share loss, moving from a 45% deficit to a 55% lead.
• Timeline and Cadence: Planning when and how often you communicate, especially for time-sensitive campaigns or initiatives.
• Measurement and Evaluation: Tracking the success of your strategy through metrics such as media coverage, social media engagement, and audience feedback.

Why Organisations Need a Communications Strategy

• Maintaining Brand Consistency: A communications strategy ensures your organisation speaks with a unified voice across all departments, avoiding conflicting or confusing messages. During my many years in the field, I have seen how inconsistent messaging could undermine credibility and confuse audiences. A clear strategy helps keep everyone on the same page.
• Effective Stakeholder Engagement: Whether engaging customers, policymakers, or the general public, transparency and clarity are essential. Without a proper strategy, important groups can feel neglected. I’ve helped public-sector organisations tailor their messages to different stakeholders, addressing their specific concerns effectively.
• Crisis Management: Crises are inevitable, and when they happen, having a well-prepared crisis communication plan can make all the difference. Organisations with strong communication strategies were able to build trust during the COVID-19 pandemic by providing timely, transparent updates.
• Supporting Business Goals: Effective communication supports wider business objectives. For example, if your organisation aims to lead in sustainability, your communications strategy should consistently reflect that across all channels. For the British Council’s IELTS product, clear communication was instrumental in driving market share growth.
• Internal Communication and Employee Engagement: A communications strategy isn’t just for external audiences; it’s equally important for internal communications. Keeping staff informed and engaged improves morale and ensures everyone understands how their role contributes to the organisation’s success.
• Building and Protecting Reputation: In today’s world, where information travels quickly, managing your organisation’s reputation is more critical than ever. A well-crafted communications strategy allows you to control your narrative and quickly respond to any reputational risks that may arise.

Conclusion: The Strategic Advantage

Whether you’re in the private or public sector, a structured communications strategy is no longer a luxury—it’s a necessity. By aligning your communication efforts with your organisation’s goals, you can build trust, engage stakeholders, manage crises, and ultimately drive long-term success.

Through my experience working with international NGOs and government bodies, I’ve learned that communication is not just about sending out messages—it’s about ensuring those messages resonate with the people they’re intended for. When done well, a communications strategy doesn’t just inform—it inspires action.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]