02 — Capability · BC-480.10
Communications Strategy & Messaging
Decide what the organization needs to say, to whom and when, and keep every spokesperson and channel telling the same story.
- Communications Planning
- Corporate Messaging
In scope
- Corporate narrative and approved key messages
- Communications calendar across audiences
- Spokesperson selection and preparation
Out of scope
- Brand positioning and campaign messaging (see BC-420)
- Strategic direction the messages describe (see BC-110)
Decomposes into · 4
- BC-480.10.10Corporate NarrativeMaintain the short, approved account of who the organization is, what it does and why it matters, for every speaker to build on.
- BC-480.10.20Communications CalendarPlan announcements across audiences and channels so they arrive in the right order and do not collide with each other or with disclosures.
- BC-480.10.30Spokesperson ReadinessName who may speak for the organization on which topics, brief and train them, and keep the list current as people and issues change.
- BC-480.10.40Message Review & ApprovalRoute outbound statements through the right legal, executive and subject reviews at a speed that still lets the organization speak first.