Be strategic from the start:

Of course communications often needs to be reactive and alert to external changes or pressures. But overall, it should be proactive, considered at the beginning of a project or process. Avoid being `end-of-pipe´, fit in only at the end of a long drawn-out process.

A communications project is like other projects, in that it needs a strategy (with goals and actions), written down, from the start. We don´t communicate for communications sake – we communicate to reach goals. We inform, explain, raise awareness, change perception or behavior, engage, convince, persuade, argue, debate…

Writing down a strategy will also prevent staff from obfuscating the process – wilfully making communications confusing or ambiguous, possibly because they aren´t confident with their information or data.

Otherwise, quality will be inferior and staff will become frustrated. Sufficient funds and resources should also be available.