There’s a corporate communication strategy model that I have found to always be so helpful. When I train clients on this, they are amazed at this simple concept. This is adapted from the book “Corporate Communication” by Paul Argenti. When you as a business owner, or marketing executive, or sales person, or PR representative, set out to communicate to the public, how do you evaluate whether or not your message is being responded to in the right way? Do you evaluate whether or not your message is being responded to in the right way? Here is a good feedback loop to apply. First, it is important that you know what a constituency is: the person to whom the end or object of the communication refers. 

The Business/Organization

1. What do you want your constituencies to do?
2. What resources are available to make them do it?
3. What is the businesses image/perceived image?

Messages/Images

1. Decide on your communication channel
2. Structure message carefully

Clients

1. Who are your constituencies?
2. What does each constituencies think about the organization?
3. What does each constituency know about the topic?

Constituency

1. Did each constituency respond in the way the organization wished?

NOW BACK TO THE BEGINNING (the Business/Organization stage). Use the responses from the constituencies to change your message, and keep going through that process and you will develop a great communciation strategy model.

I like what this author says over at the Corporate Communications Blog:

The true communication model of this type of relationship is no longer the unilateral and passive communication of television broadcasts. The new communication model is participatory, the free-for-all of the town square, the public forum, the market place in the sense in which that term was understood in ancient times, as illustrated by the way in which many town squares were called simply “Market Square”, a place where exchange, discussion, encounter would take place; in short a true meeting place of humanity in all its diversity.