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How to build an effective communications strategy

Companies communicate in many ways, from internal policy announcements to media releases to social media campaigns. Several critical elements permeate all successful communications efforts, no matter the tools or the methods used to do the work.

For your business to create and maintain an effective communications strategy, there are tasks that will be important to undertake.

Make a plan. A formal strategy — even a one-page guide — helps ensure that messages are consistent. When communication flows from an established process, with well-known waypoints for review and adjustment, a company can ensure that its communication is in line with the company mission, vision and culture.

When it comes to communication, your company can’t afford to wing it. If your business is small, contracting with an outside PR firm can help ensure that messaging is consistent and well planned.

Next: Focus on transparency

Customers are complaining about my business. What should I do?

Customer feedback is an essential part of doing business. Feedback (both positive and negative) can help gather valuable insight — it allows companies to identify successes and failures. In fact, some business consultants urge companies to view customer complaints as a gift because complaints can show areas of weakness that employees and/or management can work to fix.

But let’s face it, customer complaints sting — they can totally take the wind out of a small business owner’s sails if there is not a plan in place for addressing them.

How complaints are handled is a critical component to the longevity of a business because complaints, especially public ones, are forever tied to their brand and reputation.

Read on for four tips for managing customer complaints.

What we're up to:

Fish are a part of life here in the Pacific Northwest. Many jobs in the region, and here in Bellingham in particular, run on fish. This month, Matthew and his family visited a PNW river and fish hatchery to enjoy the wonders of the salmon run. It was a great way to enjoy the transition from summer to fall!

What will you do in the coming month to build a memory?

Retaining the services of a PR and communications team is an important decision. You’ll want to make the best choice possible, so it’s worth investing time upfront to understand the options, identify your needs and consider your budget. Click here for two documents (10 minutes to read both) that will help you through the process.