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Solutions to communication challenges are often developed without proper consideration of the factors that would make a specific communication influential and successful. Tactical solutions such as ‘we need a new brochure’, ‘we need print advertising’ or ‘we need a PR campaign‘ are often proposed without a defined strategy. Those that commission the communication then wonder why the proposed solution does not deliver the desired results.

Communication plans are sometimes offered as schedules of activities and actions. Although an important, a simple schedule type communication plan by itself will not deliver solutions to most communications challenges.

While experienced and skilled communication professionals with extensive knowledge of the target audience, the issues, the business needs and the context for the communication may able to create solutions without extensive strategies, most communication professionals will develop a communication strategy to identify solutions.

This page published: 24 February 2010

© Copyright Alius Communication & Strategy, February 2010

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