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Why business communication should be part of a strategic plan

Effective business communication should be part of a strategic plan and revised on an annual basis. A manager needs to constantly communicate with employees to inform them about their roles in the business and what their duties are.  Good business communication provides clear direction to employees on how their duties can contribute towards the success of the business.  A manager should never neglect to communicate with employees and assume that they know what their roles in the business are.

But what should this strategic communication plan entail?

Each business is different and has its own policies and structures.  Similarly the size, culture, mission and vision as well as managerial style of a business vary.

Depending on the above, the strategic communication plan should indicate all communication activities in the business and who should be responsible for these activities.  Clear communication channels should be identified to convey specific messages to employees on specific dates throughout the year.  Employees should be given the opportunity to provide feedback to the manager.  They should feel that the manager cares enough to act on the feedback and they are being listened to.  Apart from communicating their roles and tasks in the business, all employees should also be fully trained in the products of the business, not only the sales people, for example.

Communication in the business should be integrated.  This means that communication to external clients should be consistent and not confusing.  The receptionist, for instance, should convey the same brand message as the switch board operator.  Product training will assist in conveying unified messages.

Business communication should also be evaluated on a regular basis to ensure that the communication goals are met.  Managers should not be faceless and only communicate via electronic channels, but also meet with employees face-to-face to ensure that the business goals are understood and met.  Also read this article on how integrated communications can increase sales in a business.  See also my post on the importance of good business communication.

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