Communications Strategy

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Communications Strategy

• A roadmap that aligns corporate communications
  in support of an organizations vision, goals,
  values and priorities, thereby enhancing business
  performance and reputation in a measurable way.

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Purpose for Strategic Plan

• Disciplined approach to demands
• Focus on fewer priorities
• Integrate communications
• Align with budget process
• Track achievements

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Planning Template for Master Strategic
Communications Plan
7 Key Components of a Good Plan

• Vision
• What does the company want to become?
• Goals
• What are the main business achievements the
  company wants to accomplish?
• Priorities
• What are the companys short-term strategic
  business priorities to get there?

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Planning Template for Master Strategic
Communications Plan

• Corporate Reputation Values
• What does the organization want to be known for,
  and what will set the context?
• Stakeholder Beliefs
• What does the company want its core stakeholders
  to think of it?
• Communications Objectives
• What are the key objectives of communication?
• Communications Priorities
• What are the short-term communication priorities
  to get there?

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The Placemat Strategic Plan


VISION














Business Priorities
Business Priorities
















Corporate Communications Key Objectives
Corporate Communications Key Objectives






Strategic Communication Priorities









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A Best Practice Globally
The model developed by Mr. Moorcroft and his
team is a template not only for communications
excellence but also for credibility in the
boardroom. Ronald A. Kustra, ABC - Assistant
Executive Director (Public Affairs), Alberta
Medical Association The approach and templates
for strategic planning that David Moorcroft of
RBC shared with me at the recent IABC conference
was incredibly helpful. The approach is simple,
clear, easy to apply. Most importantly, the
result is one that is understandable and
compelling to key stakeholders. I was able to
use this approach to consolidate a large
PowerPoint presentation into 2 pages that were
quickly and accurately understood by my boss and
others. Francesca Karpel Manager, Employee
Engagement, Network Appliance Inc. I saw RBCs
SCP and I was so impressed by its amazingly
simple yet comprehensive format of reporting.
Its format is simple yet systematic. Its content
can be brief (to the point) albeit crafting it to
be succinct, impactful and lucid. Easy to follow
step-by-step all encompassing reporting. One can
grasp the big picture fast the whole
communication management gamut of activities,
objectives, ROI et al. Nur Amielia Mira -
Communication Management Practitioner, Kuala
Lumpur, Malaysia
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A Best Practice Globally
Your process certainly helped me to construct a
real business-focused strategy, and for the first
time and senior management have welcomed
it. John Clifford Communications Developer,
Document Solutions, Williams Lea Ltd. Your
presentation was outstanding clear, concise,
and simple yet detailed. I intend to share your
strategic communication plan with my companys
executive team as I believe it is sound, fool
proof and the formula for success. Thank you so
much for your willingness to share what I
consider to be an industry best
practice. Stephani Hawkins Editor in Chief,
Ascend magazine, Sabre Airline Solutions The
strategic planning process resulted in a much
more focused and effective approach to
communications. It was critical that any
communications strategy underpin our business
strategy and this was not always the case in the
past. With a strategic approach to
communications, the businesses were compelled to
identify the key themes and messages that are now
aligned with the overall RBC strategy and
consistently communicated to all of our
stakeholders.Denise Michaud Managing Director,
Client and Marketing Strategy, RBC Global Capital
Markets
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RBC VISION Always earning the right to be our
clients first choice
RBC GOALSTo be recognized as The undisputed
lead provider of integrated financial services in
Canada A best in class provider of personal and
business financial services in the United
States A premier provider of selected global
financial services
RBC CORPORATE COMMUNICATIONS MISSION Influence
stakeholder behaviour in support of RBCs
corporate vision, strategies and business
objectives through cost-efficient, effective and
timely corporate communications and reputation
management
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Master Strategic planning case example RBC
Financial Group

RBC VISION Always earning the right to be our
clients first choice

• RBC GOALSTo be recognized as the
• The undisputed lead provider of integrated
  financial services in Canada
• A best in class provider of personal and business
  financial services in the United States
• A premier provider of selected global financial
  services

RBC CORPORATE COMMUNICATIONS MISSION Influence
stakeholder behaviour in support of RBCs
corporate vision, strategies and business
objectives through cost-efficient, effective and
timely corporate communications and reputation
management
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Master Strategic planning case example RBC
Financial Group
continued
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Tactical Highlights
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Master Strategic planning case example RBC
Financial Group

RBC VISION Always earning the right to be our
clients first choice

• RBC GOALSTo be recognized as the
• The undisputed lead provider of integrated
  financial services in Canada
• A best in class provider of personal and business
  financial services in the United States
• A premier provider of selected global financial
  services

RBC CORPORATE COMMUNICATIONS MISSION Influence
stakeholder behaviour in support of RBCs
corporate vision, strategies and business
objectives through cost-efficient, effective and
timely corporate communications and reputation
management
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Master Strategic planning case example RBC
Financial Group
continued
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Tactical Highlights
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