A strategic communications plan can help your organization quit examining its navel and get out into the world of your customers and fans.
Here are a few questions that will help you find the right message and best words for your plan:
• What’s so special about your organization—the one thing that makes it stand apart? What does your company have that appeals most to the people who rely on you—your customers, investors and employees?
• How do you want people to describe your company? Can you say it in plain words, with no jargon? How do you think your best customer would tell friends and neighbors why to choose you over a competitor?
• What is genuinely newsworthy about your group’s products or services? Keep in mind that nobody cares about your organization. Really. People only care about how it would help them.
--Adapted from Making News in the Digital Era, David E. Henderson, iUniverse.
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