Writing an effective communication strategy for government
All good communication strategies are written and implemented in order to achieve a specific objective.
They include a range of components, but should always include a strategic overview, a swot analysis, key messages, insights into target audiences, communication tactics to effectively execute the strategy and a framework to measure and evaluate the strategy.
While all these components are important in their own way, the most important part of the strategy is the insight into the audience.
Communicating effectively with your audience is critical.
Government communication strategies have traditionally focused on what a department or agency wants to communicate to their audience and not what their audience wants or needs to know.
People want to pick and choose the information they consume. They have the power over how and when they receive their information and what they do with it.
So what does this mean for a government agency wanting to communicate with their target audience effectively? The communication strategy needs to focus on what information your key audience wants and the best way to deliver it to them.
When developing your strategy spend time getting to know your audience. What are their needs, wants and pain points? How, through your communication channels, can you add value to their lives?
Think about what channels best suit your audience and what type of content format they would prefer.
Going directly to where your target audience is and providing them with valuable, relevant content will ensure that you are communicating effectively with them, as they will be much more open to engagement.
So when your government department or agency is developing its next communication strategy make sure you focus on the audience.
Provide them with the information they want – not what you want to tell them.