If you look closely you will see the ethos of the factory: The textbooks, the curricula, the classrooms, and the schedules we follow. These are products of a 19th century factory model.
Are your communications agile? Our colleagues in the IT department can teach us marketing and PR professionals a lot when it comes to strategic planning. What is Adaptive Planning? For the past 50 years or so, PR professionals have relied on the RACE method as a framework for communications planning.
Research then Analyse, Communicate then Evaluate. This framework served us well until about when all hell broke loose with the advent of social media and digital publishing.
The speed of digital and collaborative aspects of social media created a new, dynamic environment for communicators yet, to this day, strategic planning often remains linear. For us, adaptive planning means we take chances and experiment more, knowing and accepting that things can go wrong.
The key is to recover quickly and move on from a flop. From this we learn about our skills deficiencies, technology issues and about any erroneous assumptions or flawed thinking.
What is Evolutionary Development? Being iterative and incremental in communications saves time and money and blood, sweat and tears! The process of starting a new initiative with something small, observing and then correcting course can provide crucial strategic insights, reveal new opportunities and inspire better ideas.
Just think of the time and money saved by avoiding massive audit, testing and consultation processes. The immediacy, volume and richness of web and social media data now available to communicators can often negate the need for costly focus groups, public opinion surveys and town hall meetings.
And, these insights will usually inspire ways to improve an idea and move it forward quickly. Delivering earlier in the process, way before the launch, is part of agile communications.
And it gets content and ideas out quickly, much quicker than the RACE methodology. No need to wait until the third phase of the campaign strategy development: What these exercises teach us will help continuously improve communications.
What is Rapid Response? Old school marketers usually had to wait until all the research, analysis and planning phases were complete and the campaigns were actually in market to see if the needle moved. Timelines were described in quarters, seasons and months with little opportunity to make a course correction before things went awry.
Its novelty initially drove sales, but they quickly plummeted—a result of flawed marketing. Are you ready to take your communications planning to the next level?
Put the Thornley Fallis strategy team to work for you. Click here to find out how. A version of this article was originally published on Spin Sucks.Strategy-In-Action is highly systematic, but still manages to keep the human element at the core of strategy. It has helped us to unify our leadership team around one vision and one strategy.
I strongly recommend this very helpful and worthwhile book to any CEO who needs to build alignment and an actionable strategy that mobilizes people across the company.
HOW CAN COMMUNICATION BE ALIGNED WITH CORPORATE STRATEGY?
A CLOSER LOOK AT THE PROCESS OF STRATEGIC ALIGNMENT AND ITS SUCCESS FACTORS Excellent communication departments are characterized by a close alignment of communication targets and business goals.
Values provide guidelines for the process of strategic planning, Process of Strategic Planning: Importance of Core Values. October 19, Example of Strategic Planning: To Accelerate Results.
McKinsey Global Institute Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. Complexity characterises the behaviour of a system or model whose components interact in multiple ways and follow local rules, meaning there is no reasonable higher instruction to define the various possible interactions..
The term is generally used to characterize something with many parts where those parts interact with each other in multiple ways, culminating in a higher order of emergence. Ford Speak: Acronyms, Definitions, and Terms. This booklet contains the Acronyms and Terms available on-line as part of the Information Management databases on the Ford Intranet.