Strategic Communications: From Products to Impacts: A guide to enhance the value and impact of communications

Strategic communications align an organization’s communications activities with its overall organizational goals, priorities and targets. It’s the difference between seeing a product, such as a brochure, as your end result, rather than seeing such products as a component of achieving an outcome, such as a new and improved law or a more engaged and informed sector of society.

This guide includes the following:

• An overview of the cross-cutting role that communications can – and should – play for an organization and how, if done right, it can serve as one of an organization’s most important assets.
• A description of the process of developing a strategic communications platform.
• Tips, tools, and steps for building a strong brand, developing a communications strategy and plan, and measuring impact.
• Case studies and examples from the natural resource and conservation fields of how communications can help advance an organization’s goals.