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Communication strategy

Why to deal with this? A communication strategy is a management technique for determining the most effective method of communicating with the marketplace/target group.Communication is defined as the sharing of information with other people.

A communication strategy should refer to both internal and external stakeholders (such as company staff, shareholders, clients, suppliers, competitors, the wider public, etc).

For setting up a communication strategy, consider the following issues:

  • Message
  • Target group
  • Purpose (what is the purpose of the communication, i.e. inducing a change of behaviour, reaching a better acceptance of a certain process technology, attracting an investment, etc.)
  • Tools/means of communication (channels and methods)
  • Success control

Note that message, purpose and tools depend on the target group(s) and may vary strongly. It is useful to start setting strategic and operation aims of the communication and then establish targets/control indicators and the means to achieve these aims.

When is it suitable/applicable? Communication is a major component in any organization. Most problems that are associated within an organization are related to a lack of communication.

A communication strategy can be useful within or outside an organisation/company. It is applicable for products/brands, projects, campaigns or internal communication.

Communication is also essential in the context of marketing novel food processing technologies.

When is it NOT suitable/applicable? n/a
What costs are related to it (financial, time effort etc.)? Take into consideration costs related to
  • communication stategy development
  • communication management
  • establishment and maintenance of an internal communication and/or knowledge management system
  • creation of corporate identity and brands, sales promotion measures and materials, PR, etc.

What’s the relevant HTE output? Hightech Europe has developed a series of consumer studies on novel food processing technologies. These studies provide information on how consumers from different European countries perceive novel technologies. This can give indications for marketing products processed with novel technologies.
Whom can I talk to from the HTE team? TTZ

Relevant internet links Links:
Online databases and tools Tools:

The following links offer a step-by-step procedure on how to write a communication strategy:

The following links offer a step-by-step procedure on how to write a communication strategy:

Where to get advice, consultancy? Support:
  • Marketing or PR agencies
  • Public institutions like chamber of commerce etc.
Related innovation sheets Co-creation, Consumer attitudes, Social media marketing, Target Group, Marketing x development, Marketing x development, Marketing x launching

Title Communication strategy
Aspect Market
Latest Version 09.07.2012
Completed by ZENIT

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Created by Hte zenit on 9 July 2012, at 12:53