With the lines between marketing and public relations blurred, it has required crossover and strategic planning between the two business areas. Instead of siloed programming and individual objectives, businesses have shifted integrated strategic communication planning.
First things first, what is an Integrated Strategic Communication Plan?
An integrated strategic communication plan (ISCP) incorporates earned media, owned media and paid media to meet a company’s growth objectives.
All companies and organizations benefit from an ISCP as they are tailored to individual organizations and their unique phase of development, business objectives, and scale of operations. Paired with an overarching strategy, the ISCP ensures that all actions of the company are focused on achieving the main objectives.
While an ISCP can be time consuming; sometimes taking weeks or months to develop, refine, and implement, it creates an actionable framework for the company that defines metrics, key departments, trends and projections, and priority target audiences.
An effective ISCP requires research into annual reports, revenue, metrics, input from departments, and the overall background of the company. An ISCP should also include overarching communications objectives plus departmental objectives, paired with a realistic timeline for the completion of goals and objectives.
Developing an ISCP creates a map for the entire organization to follow when pursuing marketing objectives. Taking the time to develop clear audiences, defined strategies, and an actionable timeline ensures that the entire team is focused on the same goals to propel the brand further towards its mission.