Quite often, many companies forget to showcase their own businesses. It is not that they do not know how to do so; rather, they just simply tend to focus more on supporting their clients. Companies make it a top priority to serve the client, but may forget about their own business, missions and strategies. That is the exact moment where business development meets strategic communications. Of the 88% of companies that have created a development plan, 71% of them have connected it with their business plan. The business plan should be linked to the strategic communications plan as well, because the goal here is to make the company’s strategic communication the strongest tool for the development of business opportunities for each company.
How to go about it? The first main step should be to find the right combination of tools that will lead the company towards its goal whilst having the right strategy. Each company must then answer a few model questions: What? How? Who? Those key questions should lead to creating plans for your strategy. “What” in the field of strategic communications requires a plan which is focussed on your most important product or know-how; something that needs to be communicated and eventually sold. The next step is to define the receiver of the communicated information. The next question automatically leads to finding channels that the company will use to communicate the messages. And the last question should help the company define all the groups that it wants to target with the messages.
The second main step for creating a communications strategy as a marketing tool comprises the process of product development or the shift in know-how that the company wants to present and in doing so thereby differentiate itself from competitors in its field. Careful processing and effective description of the project, the timetable of its phases, budgeting, and last but not least, priorities, are the fundamental pillars of the communication strategy. If the company includes examples and references then there is a better chance for success.
A crucial part of the whole process is to have a well-defined team of people who possess the most appropriate combinations of skill and experience. The team should also be headed by an experienced leader, who must fully understand the nature of the business. The basic prerequisite for success, an integral part, is to have good presentation skills and to be able to motivate the team members.
It is necessary to constantly realise the connection between the company’s business development and its strategic communication. Both fields aim to create long-lasting, effective relationships between the company, its clients, and markets.
Author: Jan Pošvář, Senior Business Development Manager CEE, TaylorWessing e|n|w|c advokáti v.o.s., www.taylorwessing.com
Strategic communication and business development are integral features. The goal of your communication and business efforts is to make your company’s strategic communication the strongest tool for the development of business opportunities. You may apply a simple “What? How? Who?” questionnaire to help you to find the right answers. What do you wish to communicate, what are the channels, and who is your target audience? After having completed this exercise, you will then need to plan the whole process and find the right people to execute your strategy. Always remember that both strategic communication and business development will be behind your successful story.