The future is here. And there is no better place that this resonates than in communications.
Gone are the days of running tactical campaigns off the cuff, or without integrating all resources within the company’s purview. Yes, there is creativity in spontaneity, but as with all things, it is more impactful when thorough planning is involved.
This does not just involve extended planning, but ensuring that all possible variables have been considered and reconsidered. The ring communication at the wrong time can make or mar a company. The customer is far too opinionated and involved to allow things that would otherwise have been ignored.
A case in point will be the commemoration of International Women’s Day. In the past couple of years, every March 8th, companies across the world have chosen to express varying levels of ‘foot-in-the-mouth’ moments. Even this year, mind-numbing copies, ill-timed communication materials have once again made their way to the internet. The popular Burger King franchise slip of 2021 may make its way to case studies that marcomms students will study in the coming years.
Long-term planning allows businesses to anticipate multiple scenarios and possible solutions long before uncertainty smacks them in the face. These gaffes sometimes paint a picture of rushed plans and executions, or a failure to view the results through the eyes of the customer we seek to attract.
Beyond communications, every aspect of the business requires in-depth circumspection – human resources and talent management, finance, leadership, etc. Relationship-building, content creation, media and government liaison, marketing campaigns are not of a short term nature.
So, how do you ensure that all variables within your ecosystem are at play in ten years? With strategic planning and foresight.