A continuación, te explicamos cómo puedes manejar eficazmente las responsabilidades clave de un gerente de Comunicaciones Estratégicas.

En mi trayectoria profesional, he encontrado que es de suma importancia definir un objetivo concreto en el cual se debe centrar la campaña, piezas gráficas o demás herramientas que se determinen para difundir el mensaje al público objetivo y que deben ir acordes con los lineamientos, políticas, planes y proyectos de la organización. Esto contribuye a conceptualizar un mensaje claro y comprensible que impacte positivamente al grupo objetivo, generando engagement entre el cliente y la marca.

As pointed, defining goals is essential. For each goal you must include how success will be measured. If success cannot be measured, defined goals are simply too broad or unrealistic.

There’s a well-known saying: "If you don't know where you're going, any road will lead you there." As a Strategic Communications manager, it’s crucial to establish what you are trying to achieve an then develop a roadmap toward it. A strong strategic communicator links communication activities to measurable business objectives. Clear, measurable goals aligned with broader objectives will guide decision-making and help measure success. Each communication piece should have a purpose that propels you closer to these goals. E.g. "drive sales by X% through targeted social media campaigns."

You also need to know your internal audience(s). Do you have buy-in from your leader, does your organization understand your teams strategic objectives and action plans, have you thought about how to regularly communicate inside the organization about your progress?

Es importante conocer tanto las características como preferencias y comportamientos del grupo objetivo. Esto permite tener la información suficiente para llegar con un mensaje eficaz permitiendo atraer al grupo objetivo para el producto o servicio.

Create a list of your clients and audiences and define specific goals for each and identify the preferred and most effective media.

🤓 It's so important to understand your audience if you want to communicate in a way that really makes an impact. Take the time to explore their demographics, values, and information consumption patterns so you can tailor your communications to be as effective as possible, especially if your message is multicultural. 📊 Use social media analytics to find out what your audience wants and how they behave. 💬 A data-driven strategy is the best way to make sure your communication is engaging and relevant to your target audience. This will help you build stronger connections with your market!

A one-size-fits-all approach doesn't work effectively. Segmentation is key! Messaging will only be effective if crafted to be easily understood by intended recipients, with clear actions for them to take. Therefore, take time to understand your diverse audiences' needs, media consumption habits, and communication preferences. Tailored messages ensure your communication resonates and engages your target demographic, driving the desired outcomes.

El contenido siempre ha sido el eje fundamental de cualquier estrategia de comunicación. Una narrativa lo suficientemente atractiva, convincente y real contará la historia de la empresa o marca logrando así despertar curiosidad y enganche con lo que estamos contando.

Une parfaite connaissance de votre cible est un facteur clé de succès dans l’élaboration des messages qui devront être impactants et percutants .

At the planning stage, three questions must be answered: 1) Who do you want to speak to? 2) What do you want to say to them? 3) What action/response do you want from them post-receipt of your message? Clear, concise, and compelling messages that speak to your audience's interests and needs are vital. Tip: Craft messages that also connect with your audience emotionally, and not just logically. Stories resonate and drive action

Dependiendo el grupo objetivo al que va dirigido el mensaje, así mismo se debe determinar cuáles son los canales apropiados para difundir la información. Está información se obtiene de estudios y analisis de datos que permitan diseñar un mapa de experiencia permitiendo conocer los medios o canales que más frecuenta el grupo objetivo

Le choix des canaux doivent être adapté aux cibles . Il s’agit d’atteindre ces cibles à travers les canaux qui permettent de transmettre les messages pour garantir un bon retour sur investissement

Include in your communications striking visual content and colours. Coloured charts and graphs are known to increase retention. Images attract the attention of readers and allow you to augment content and insert subtle non verbal messages. When communicating with the general public, keep in mind that a significant proportion of members (up to a third according to specialists here in Canada) are functional illiterate. To reach them, audio-video is best.

Dissemination channels should be driven by consumer preferences and habits. For instance, younger audiences might prefer social media platforms like Instagram or TikTok, while professionals might engage more on LinkedIn or through email newsletters. Choosing the right channels ensures your message reaches your audience effectively. Tip: Think beyond demographics and consider psychographics too! Understand your audience's values, behaviours, and online habits.

Measuring the impact of your communications activities is very key to solidifying your role. One of the challenges communication faces is the show of the professions contribution to return on investment. By measuring your impact, you will be able to prove to management how your activities is helping the organisation achieve it goals. Measuring your impact also helps in assessing what is working or otherwise not so the needed adjustment can be made.

To assess communication effectiveness, define metrics aligned with your objectives. These may encompass engagement rates, website traffic, or media coverage. Utilize robust tools and analytics to track performance and extract actionable insights. Continuous monitoring of these metrics is crucial for gauging strategy efficacy. Regular reviews enable you to discern effective tactics from ineffective ones, facilitating ongoing refinement. Adaptation based on these insights is essential for sustaining a successful communication strategy. Regularly adjusting your approach ensures alignment with evolving market dynamics, bolstering the effectiveness of your communications over time.

Those metrics should be defined and agreed upon at the onset when defining goals to measure effectiveness of your communications activities and your own performance in the functions. Without those metrics, you cannot demonstrate success or defend spending on communications programs or validate your performance.

Marketing ROI has long been debated, often leading to marketing executives being undervalued in boardrooms and EXCO meetings. The best way to measure impact is by ensuring goals set from the onset feed into organisational KPIs. Metrics tracked have to go beyond vanity metrics. Yes, track likes and shares, but prioritise outcomes tied to goals. Did website traffic convert to practical leads? Did brand sentiment improve?

Crises are an opportunity to display how you are essential to your organization and use your skills to prepare an appropriate response, advise management team and ensure your organization develops appropriate strategies.

An often overlooked step is ensuring all staff are aware of designated company spokespeople. This prevents unprepared employees from making statements that could adversely affect the organisation. In the same way that organisations have fire drills, once you've developed a crisis communication plan, it is helpful to conduct crisis simulations to test plans, identify weaknesses, and refine communication strategies.

Mantener un equilibrio comunicacional entre información estratégica y contenido de interés para los colaboradores, considerando distintos horarios según prioridad del asunto, es vital para mantener a los usuarios atentos al contenido. A su vez, generar contenido cercano: incluir testimonios en noticias, fotos de colaboradores, entre otras ideas que humanicen la publicación. En resumen: contenido equilibrado y humanizado es para mí la clave del éxito, entre otros aspectos.

Effectively handling the key responsibilities of a strategic communications manager involves setting clear communication goals, crafting compelling narratives and messages, and maintaining strong media relations. Regularly monitor and analyze communication efforts to adjust strategies as needed. Foster collaboration across departments to ensure consistent messaging and stay adaptable to respond swiftly to crises or changes in the market.

Look to your team. Not just in the communications department but across the organization. Ideas come from all function areas and the more you can collaborate the more efficiency you’ll create! And this collaboration and cross-function synergy has the bonus effect of building employee engagement. 👍🏻👍🏻

AI & automation tools can elevate strategic communications in a big way. As strategic comms pros, we can combine our human strengths with those of AI to get an even better result. Take content strategy for example. AI & automation are revolutionizing how we: 1) create and optimize content 2) personalize and audience-target 3) track performance and analyze data