Communications and marketing should be a journey. An ongoing progression from a to b to c to d to… Too often businesses approach communications as individual projects, they embark on “a bit of advertising”, “some PR”, “the odd event”. This approach can work and provide short term success, allowing a business to grow. However, it lacks cohesion and a formulated plan. Without strategic elements, communication becomes a hit and miss affair, a gamble that occasionally pays off but more often than not results in wasted money.
In our opinion there are four critical stages to a communications journey: