A communications strategy is an in-depth overview of a marketing campaign proposal or a public relations strategy on delivering a certain message. The departments and employees involved in the strategy can be introduced to it through a memo. The memo provides an overview of what the communications strategy will entail.
A memo is used for a mass communication. It is typically sent from a manager or supervisor to a group of employees. For a communication strategy memo, the recipients include members of the marketing, communications or public relations departments. Depending on the memo content, send it to the entire department or just to the department's upper-level management. If the memo involves the possibility of the press/media contacting the office, and the strategy for handling it, include the front office staff, such as a receptionist.
Establish the Purpose
The subject line of the memo as well as the opening paragraph relay the overall purpose of the memo. Label the email "Communication Strategy" or "Communication Strategy In Regard To..." in the subject line. In the opening paragraph, give an overview of the strategy or detail why one is necessary. You could opt for the latter if the communications strategy is in response to an incident that the press will be contacting the office about.
Outline the Strategy
Following the overview, outline the strategy itself. This could include what type of responses to media inquiries are acceptable. It could also detail a new marketing campaign, such as print advertising, social media or television campaigns. Detail the advertising outlets, the goals for each and the target audience. Describe what tools and resources should be used to achieve the strategy -- for example, design software, a specific database of advertising photos or customer testimonials.
Call to Action and Summary
The final sections of the memo describe the overall goals of the campaign and what the communication strategy should accomplish.They call out the specific people, teams and departments that are responsible for the various aspects of the strategy. For example, the memo may relay that the graphic design team needs to create a print ad, while the communications department composes the ad content. At the end of the memo, all recipients should be clear on what responsibilities they need to act on.
Michelle Barry graduated from Salve Regina University with a Bachelor of Arts in English. Since then, she has worked as a reporter for the Wilbraham-Hampden Times, an editor for Month9Books and Evolved Publishing, editor and has spent the past seven years in marketing and graphic design. She also has an extensive background in dance.