The #1 goal of your communications strategy should be to determine what your organization specializes in. Seth Godin sums up why you want to be a specialist.
If I need an animator, I can find the world’s best animator. If I need a bond to insure my movie, I can find the best broker at selling completion bonds. If I need SEO help, get me the world’s best SEO person. If I need braces, I can find the best orthodontist in my area. Not the second-best or someone who will try really hard or someone who is pretty good at that and also good at other things.
By virtue of the fact that you have a room full of people who work on the same issue every day, your organization is specializing in something. But too many small organizations fail to understand that they have experts on staff with important information to share with an interested constituency. So figure out what’s your specialty, then figure out who needs that specialty. The rest of your communications plan will fall into place.
