Need a communications strategy that really moves you forward? Start at the end.
The most effective communications strategies don’t begin with a message, they begin with the end in mind – what do you want to achieve? And how will you know when you’ve got there?
It used to be common to talk about strategies as ‘route maps’ but I like to think of them as something more dynamic and flexible. Less like a map, more like a GPS for your organisation.
And before your GPS or satnav can guide you anywhere, it needs two key things: where you want to go, and where you are right now. Without both, it can’t chart a meaningful route. The same is true for communications. That’s why we start by helping our clients define what success looks like, in real terms, using jargon-free language and providing clear, measurable outcomes. Then we take a grounded look at where things stand right now: their audiences, perceptions, channels, and narrative.
Only then can we plot a journey that’s smart, flexible, and built to deliver real results.
Strategy that actually gets you somewhere
We’ve all seen documents labelled as “communications strategies” that are just collections of jargon, impossible to understand, let alone implement. I’ve seen “multi-channel ecosystems,” “omnichannel engagement matrices,” and “tone of voice ladders” that “leverage synergies across verticals.”
But a good strategy? This will take you closer to your goals and be easy to understand, follow and implement for everyone. Done correctly, a comms strategy feels like common sense and momentum, helping you move forward with confidence, clarity, and purpose.
And it all starts by asking: what’s the destination?
Know Where You’re Going
Before you commit to any tactics: the content plans, the newsletters, the videos, you need to know what success actually looks like.
This is about aligning comms with business goals. At Cratus, we take a methodical approach, but that doesn’t mean it’s rigid. We start by getting crystal clear on your vision, your mission, and the strategic objectives driving your organisation forward. Then we translate those into focused, practical communications goals: What needs to be said, to whom, how and when?
From there, we build a clear plan that aligns your narrative, messaging, engagement activities and channels to support your bigger picture. That might include refreshing your brand identity, rethinking your intranet or employee portal, or reworking your website. All actions are deliberate and tailored to align with your strategic direction.
Understand where you are now
Of course, you can’t chart a path forward without knowing your starting point. That means taking a frank look at how things are working today.
What’s going well? What’s missing? Who’s informed? (And who’s not?)
Understanding your landscape, both internally and externally, helps you design a strategy that can be both ambitious and realistic.
Flexibility is critical
Forget the old-school route map. It assumes perfect conditions and one fixed path. Communications don’t work like that any more.
Instead, your strategy should behave more like a GPS: informed and responsive with the ability to recalculate when things change. A sudden media story? A shifting stakeholder group? Budget or political constraints? With the right strategy, you don’t need to panic. You just re-route.
But here’s the key: like a good GPS, it only works when everything is aligned: narrative, messaging, audiences, channels, timing. That’s how you get consistency, not just repetition. That’s how you move forward, even when the road changes.
Do better, not more
A common trap in communications is the push for visibility. More content, more meetings, more… stuff. But volume isn’t clarity.
What matters is getting the right message to the right people, in the right way. Often that’s good online content. Sometimes it’s a formal presentation, a newsletter, a WhatsApp group, or the forgotten art of a quick phone call. The connection is more important than the format.
And the best strategies never need to shout. They hum in the background, aligning teams, anchoring decisions, and making sure people know what’s going on without needing to ask.
When communication is working well, you don’t hear: “Why didn’t anyone tell me?” You hear: “Yep, I’m across that.”
That’s what a good strategy does. It outlines the actions that tell stories, create brands, build trust, drive behaviour and get you where you actually want to go.
