"A strategy is a plan for the actions we would like to take in the future to achieve our goal" Fr Maciej Makuła, a member of the Social Communication Sector, says in his reflection on the communication strategy. While strategy is long-term, tactics are short-term steps to achieve smaller goals. That's why tactics are usually more visible from the outside, while strategy is more visible from within the organisation.
A communication strategy is not a simple process, and always requires the involvement of many people. Without prejudice to the fact that the best strategies are built around clearly defined objectives, it therefore seems necessary to start from an initial "audit" phase, that is, of analysis, fundamental diagnosis of the initial siutation.
Subsequently, continuing his journey in phases in the development of a communication strategy, Fr Makuła indicates the need to verify the communication guidelines of his institution – sometimes well outlined, sometimes more implicit. In the case of the Salesian Congregation, these guidelines are well outlined in the Project of animation and government of the Rector Major and his Council for the six-year period 2020-2026.
It is then necessary to proceed with the analysis of the audience, to understand precisely who you want to reach with your message. And the analytical phase must also involve "the market" and competitors, that is, those players who are also present in the same audience segment. Carefully studying their strategies and analysing their most effective practices is a fundamental step which can stimulate creativity and foster innovative and successful approaches.
Using the language typical of entrepreneurial realities, Fr Makuła then suggests that after deciding which tools and channels to adopt in relation to their "business objectives" and their audience – with essential attention today to multi-channels – the next step is to clearly define the so-called marketing and communication objectives, to ground their general vision in the concrete level of potential initiatives.
Substantial elements such as the budget and final drafting of the strategy, as well as a whole series of additional, but not secondary issues (visual identity, style of language, monitoring...) are further explored in the proposed text, which guides the development of a communication strategy step by step. As the Salesian member of the Sector for Social Communication concludes, "the Church needs professional social communication, since the traditional media and the Internet are the tools of the Holy Spirit that we have received."
The full text of Fr Makuła's reflections on the creation and development of a communication strategy is available in three languages – Italian, English and Spanish – at the bottom of the page.
Communication strategies and much more will be discussed at the "Shaping Tomorrow" conference. That is why the Salesian Social Communication Sector concludes by saying: "We invite you to join us for the Communication Conference to be held from 1 to 7 August 2024, in Rome."
