“A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry, writer and pioneering aviator
RACE – We talked about the RACE formula previously; it's a step-by-step process for creating
strategic communications. So, let's dive down into why using this formula can help lead to more
effective communications.
R - RESEARCH
Communications research can take many forms. There is formal research like conducting surveys, scholarly research, and looking at web or social media analytics; or there is informal research which can include things like water cooler talk, social media comments, or personal interviews. Both are necessary to gather insight into creating an effective communications strategy.
Sources of information for research can come from anywhere and everywhere. Be open to non-traditional sources.
But where do communicator’s begin their research? Well, (that’s a future blog) but you could consider using the 5 W’s as a guide (examples below).
Who am I communicating to?
What is my message?
When will I be communicating – for how long?
Where will my intended audience interact with my communication?
Why am I communicating?
A - ACTION PLANNING/ANALYSIS
Once you feel confident your research is complete, gather your data and look for trends or other information to drive your strategy. This step involves analysis and action to create a plan to go forward.
Usually a strategic document outlining research methods and findings, goals and objectives, steps to achieve goals, and evaluation strategies would be produced. (A communications plan.)
Finally, resources would be secured to get ready to take the plunge and execute the plan.
C - COMMUNICATE
Here’s where the party starts! The plan is executed and the strategy plays out. This is the flying the plane part of communicating – like a pilot, communicators usually maintain a consistent cruising altitude aligning with their strategic plan. They navigate issues along the way and hope to end with an easy, smooth landing – a successful execution of the strategy and plan.
E - EVALUATE
Arguably the most important step since Goal Setting in Blog 2, evaluation needs to be baked into all marketing and communications initiatives. Far too often, communicators don’t take the time to assess success (say that ten times) in relation to the goals that were set. It is important to outline what worked, what didn’t, and what could be better in future.
In ongoing initiatives, evaluation and research can essentially create a loop where continuous ongoing reflection and feedback becomes part of your R - Research.
So, that's the formula in a nutshell. The RACE process offers communicators an easy to follow guideline on how to organize and craft effective communications to achieve communications goals.
Creating a communication strategy takes careful planning and analysis before implementing tactics. Click Minnow can assist your company in creating a customized communications and marketing plan and implementing it using the formula above.
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