The document discusses the importance of strategic organization in communication, emphasizing that both internal and external communication must be coordinated to achieve unified goals and a strong public image. It argues that effective strategies should be clear, concise, and actionable, as complex and convoluted strategies are often ignored. The overall focus is on the need for a well-implemented strategy that resonates with organizational goals and effectively guides daily actions towards success.

1. Strategically organized communication
What it is and what sense does it make
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2. Communication is constant and endless.
It goes on every day — all day.
It happens organically.
Why do we need strategy?

3. The problem is that every day communication
is naturally chaotic.

4. Sometimes even controversial!
But chaotic and controversial communication
can harm your goals and image.

5. If we are talking
about goals,
the word
“strategy”
is completely
in place.

6. Russians have a fairy-tale
about swan, fish and cancer
pulling the same carriage.
The only problem was that
each of them pulled it
in different direction.
It’s a story about action
without a unified goal
or strategy.

7. The task of a strategy is to organize!

8. Strategy must explain
how we will get
from A to B.

9. Strategy is a detailed plan for victory —
how we will beat the competition
and achieve our desired goal.

10. Organizational communication can be divided
to internal and external.

11. External — to create
the right public image.

12. Internal — to unite the workforce
for realization of management’s vision
and achievement of common goals.

13. Public image is important
because it acts like a magnet —
it attracts workers, clients and partners.

14. If communication will not be organized strategically,
different people will get different idea.

15. External or internal communication
are just two sides of the same coin.
That is why our core communication strategy
must be aligned to both.

16. Sometimes people write
a hundred pages of strategies.

17. sorry. it just does not work.
Sometimes people write
a hundred pages of strategies.

18. No wonder people get confused
just by hearing the word “strategy”.
It seems that “strategy” is something super-wise,
abstract and overcomplicated.
But that’s so wrong!

19. Only a strategy that’s short, logical, simple
and understandable can be effective.

20. If strategy will be complicated and tangled
people will not be able to understand and remember it.
They will not be able to follow it.
They will not be able to carry it out!
But what good is from the strategy that’s being ignored?

21. The most important task of a strategy
is to be practiced.
If something is too complicated to be explained
in a few words or sentences —
it will not live.
Strategy that is not understood and believed,
that is not able to live in peoples minds...
is useless...
...and will die!

22. A powerful strategy is one that’s live and kicking.
Strategy is not what’s written on paper.
Strategy is what you do every day!

23. Just like the biggest trees
grow from the smallest seeds...
...a strategy doesn’t have to be gigantic
to create a great effect.
The main and most important thing is that
it should be able to take the root!

24. Besides — weak strategy implemented passionately
is much better than powerful strategy
implemented indifferently.

25. So much more important than defining the strategy
is its implementation in life.
To implement a strategy means
that people understand and act accordingly to it.
Ideally — when strategy
becomes the beacon
and leitmotiv
in everything.

26. Implementation of strategy in organization
is like fine-tuning the orchestra before the concert.
So that everyone is on the same tone,
so that everyone plays the same masterpiece.
And that everyone knows its place
in the common harmony.

27. Clear strategy gives clear direction.
It tells where we want to be,
what are our goals,
where we are heading
and how we’re going to get there!

28. Strategically organized
external communication
creates clear, unified, focused
and cohesive image.

29. Strategically organized internal communication
unifies workforce and aids organization
to achieve its goals
faster and more efficiently.

30. To create a strategy is like to solve an equation.
First, one must clearly know
the goal — what you want
and where you want to get.
Second, one must understand
its current position. What you
have, how are you perceived,
what people think of you.
And at last — environment
must be evaluated
(competition, clients needs etc).

31. A strategy is the plan for reaching the goal.
If there is no goal, or if it’s not real or clear enough —
what talk can there be about any strategy?

32. You may know
where you want to get,
but if you do not know
exactly where you are now
— map wont be of any help.
To set the route,
current positions
must be evaluated
very realistically.

33. Understanding the business environment
is critically importent in order to create an effective strategy.

34. Sure, strategy must be a logical scheme,
a rational idea that tells us what to do
in order to outperform competition
and achieve a goal...

35. But fear no creativity
in the process
of strategy creation!
What matters is that
the final idea resonates
with the rational criteria
and goals
that were set
at the beginning.

36. The main task of communications strategy
is to explain using what PR, marketing
and advertising tools we should use
in order to create the right image in peoples minds.
The one that will promote the achievement
of organizations goals.

37. Strategies
do not emerge
from nothing.
They are created
and then —
implemented.

38. Smart strategy can do miracles.
After all — strategy is a plan and a scheme
how to achieve the goal.

39. ...what’s your strategy?

40. Let us continue the conversation!
Krisjanis@vavilentatarsky.com
vavilentatarsky.com