Communication planning
A huge volume of communication can sometimes create a lot of noise, but little understanding. The Insignia approach, based on crisp, clear communication planning prevents this from happening and provides an invaluable framework for all communication activity. Communication planning, often centred on an Insignia-facilitated workshop, delivers a rich, well-conceived plan with the input and buy-in of the management team.
Understanding the landscape
Insignia’s strong view is that planning must begin from the outside in, not the other way round. So, in partnership with you, our people will assess the landscape in which you are operating and put your business and communication objectives in this broader context using research and techniques like SWOT analysis.
Stakeholder mapping
A clear understanding of who can influence your business and who is affected by it is essential. These people – employees, customers, local communities, the media, pressure groups, investors and more - will have a major impact on how successful your business is. Using a structured approach, Insignia can analyse your stakeholders to identify their current attitude towards you, define what we want them to understand and do, and prioritise them to manage your reputation effectively.
Message development
Effective messages are essential to move our stakeholders from their current perceptions to the position we want them to be in. Insignia’s purposeful approach to communication defines the handful of key messages which will be most effective in influencing stakeholders in the desired way. Proposed key messages can be further “road-tested” via a communication training session for key executives.
Strategy development
With the foundations in place, Insignia can develop the most effective communication strategy to take key messages to your priority stakeholders. Strategy development is all about defining how we should communicate with stakeholders, mindful of your objectives, the way that you want to be positioned and their interests and attitudes. Everything that follows should be consistent with this overall strategy.
Tactics
With the strategy clear, Insignia can develop a tactical communication plan to deliver against your business objectives. Activity will be driven by a single-minded focus on what is right for your business, not a pre-disposition towards activity of a certain kind, or flavour of the month.
Measurement and evaluation
If Insignia stands for communication with a purpose, then measurement and evaluation must be a key part of your communication planning. Insignia can recommend the most useful measurement and evaluation methodology to enable fine-tuning of communication, or reveal gaps in stakeholder understanding and therefore the need for additional attention.
Case study
When a new management team was installed with a brief to grow this UK healthcare company, they knew that developing a clear and compelling reputation would be essential to help them stand out from the crowd. Based on a comprehensive analysis of their market, and a clear understanding of how stakeholders viewed their service, Jonathan Hemus, Insignia’s founder, worked with them to devise a purposeful communication plan. The framework that was created acted as the template for all communication activity –creative ideas that fell outside of this framework were put to one side, and more relevant activities developed instead. That plan has helped to create a very clear and desirable reputation for the business, one that has enabled it to secure investment, contracts and high quality employees.
Issues management Communicating through corporate change Communication and media training Online reputation management