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A strategic communications plan is vital to your organization’s success, but only if implemented correctly.


1. Careless Mistakes

Accuracy is key, whether in print or online communications. For example, typos in a social media post or on direct mail can hurt your credibility and hinder your message’s impact.

Spell check is a useful tool, but can let several types of mistakes go undetected. Read your content over, and out loud as well – you can hear mistakes you may not catch otherwise. Have other people check for typos too – people tend to gloss over mistakes if they read their own copy too often.

Grammar mishaps aren’t the only mistakes to be aware of. Make sure your content is factually accurate as well – mishandling facts can be more harmful than a simple typo and have severe ramifications.

To ensure your content is factual, use credible sources. Google searches can quickly find you an answer, but it might not always be the correct one. Before sending to your team to review, fact check yourself, and then have others verify.

You should have a formalized review process in place to make sure nothing slips through the cracks. You can never be too careful, so devote time to keeping your content accurate.

2. Content Overload

Don’t overwhelm your audience – it’s possible to effectively spread your message without flooding timelines or mailboxes.

On social media specifically, quantity of content matters, but it’s important to create a content schedule that fits both your company and audience. Research is vital – learn how often your targets are on social media, and how many posts they view, or like to see from certain accounts.

The same goes for direct mail and digital ads – plan enough content to grab your audience’s attention, but not to get on their nerves. One carefully planned message is better than three or four hastily made or redundant pieces.

Particularly on social media, it’s important to post when people are most likely to see it. Use analytics to learn when your audience uses the platforms, and schedule content accordingly.

3. Falling Flat

With a strategic communications plan, you may not always achieve the results you were looking for.

There could be several explanations, but a major mistake is pushing a message that doesn’t fit your business or audience. If you have an established brand, make sure your messaging matches that brand. Deviating from your brand and the interests of your target audience can lead to less engagement.

Research is needed to ensure you’re using the right message for your specific audience. Take advantage of focus groups and polls to test your content before implementing them in your plan. A well-researched message is a vital part of any communications plan, and is worth the investment.

Our goal at Sinclair is to make sure the most compelling story is the one you’re telling. We can create messages that are accurate, impactful, and well-suited for your business. Let us help tell your story.

Sinclair Public Affairs

Author Sinclair Public Affairs

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