A strong communication strategy doesn’t happen by accident. It’s built through clear planning, the right tools, and an understanding of how the media works.
When organisations approach communications strategically, they can share their story more effectively, build trust with stakeholders, and maximise media coverage.
In my experience, these are the eight most important considerations for every corporate communication strategy.
1. Secure internal buy-in
Every communication strategy starts inside the organisation. Without support from leadership and key stakeholders, even the best PR plans can struggle to succeed.
It’s important that colleagues understand what PR is – and what it isn’t.
Communications teams should help the organisation understand when PR can help, how journalists work, and why timing matters. For example, media deadlines often mean responses must be quick and concise.
Running an internal “PR 101” session can be a great way to build understanding and ensure everyone knows how communications supports organisational goals. When leadership and staff are aligned, it becomes much easier to gather stories, coordinate messaging, and respond effectively to media opportunities.
2. Identify what makes a story newsworthy
Not every announcement is news. One of the most important communications skills is recognising what journalists consider a story.
Strong news angles often include elements such as being the first, the best, or particularly timely. Human interest stories, intriguing developments, relevant statistics, or connections to current events can also make a story more appealing.
A useful way to think about this is by asking three questions:
- Is it news to your organisation? Consider sending an email internally.
- Is it news to your stakeholders? Consider posting it to your website, or on LinkedIn.
- Is it news to the public? Consider press releasing it to the media.
The most effective communications teams are proactive rather than reactive. Instead of waiting for media interest, they anticipate opportunities and present relevant information before others do.
3. Understand your audience
Effective communication starts with knowing who you are trying to reach. In media relations, that means understanding both the journalist and the audience they serve.
Different publications have different priorities, styles, and readerships. Monitoring the media – reading articles, watching broadcasts, and tracking coverage – helps communications professionals identify which journalists are most relevant to their organisation.
Targeting the right people also means tailoring your message. A story pitched to a national newspaper may need a different angle than one aimed at a specialist industry publication.
A good PR is reading across the media landscape every day, and tracking what their target journalists are writing about regularly.
4. Build a strong PR toolkit
A well-prepared communications team relies on a strong set of resources, often referred to as a PR toolkit. This toolkit helps ensure that information is accurate, accessible, and ready when opportunities arise.
Key components typically include:
- Clear organisational key messages
- A comprehensive press pack
- Media-trained spokespeople
- Case studies and testimonials
- Story ideas and media pitches
- Up-to-date press lists
- Forward feature lists and key calendar dates
5. Craft clear and compelling press materials
One of the core tools in media relations is the press release. Journalists are trained to look for information quickly, so clarity and structure are essential.
A well-written press release typically follows the inverted pyramid structure: the most important information comes first, followed by supporting details.
Key components include:
- Headline: short, clear, and informative.
- Opening paragraph: answers the essential questions – who, what, when, where, why, and how.
- Body: provides facts and relevant background.
- Quotes: add perspective or context rather than repeating obvious information.
- Ending details: notes for editors, boilerplate description, and contact information.
Simplicity is key. Short sentences, clear language, no jargon, and accurate information help journalists quickly understand the story and decide whether to cover it.
6. Plan distribution carefully
Even the best story needs the right timing.
Media outlets operate on different schedules. Monthly magazines may require long lead times, while online publications and broadcasters can publish within hours. Understanding these timelines allows communications teams to plan announcements effectively.
It’s also important to consider:
- Whether coverage should align with a specific event or date
- Journalists’ deadlines and preferred contact times
- Whether to place an embargo on the story, or offer it as an exclusive
- Ensuring spokespeople are available when the news is released. If a journalist cannot reach the right contact quickly, they may move on to another story.
7. Use the right spokesperson and have case studies ready
A skilled spokesperson can make a significant difference in media interactions. The ideal spokesperson is confident, clear, and able to stay on message – even in challenging situations.
Media training is essential. Spokespeople should understand how interviews work, how to handle difficult questions, and how to communicate key messages effectively.
They should also reflect the organisation’s values and be readily available when journalists need comment. Media opportunities often move quickly, and responsiveness can determine whether coverage happens.
Think about having external case studies ready. At their core, case studies translate abstract issues into something readers can relate to. Whether the topic is tax, pensions, investing or business strategy, journalists are ultimately trying to answer one question for readers: “What does this mean in real life?”
8. Build relationships and monitor the media
Successful communications isn’t just about sending press releases – it’s about building long-term relationships with journalists.
Providing useful information, respecting deadlines, and keeping promises helps establish credibility. Journalists value sources who are professional, reliable, and helpful.
At the same time, communications teams should continuously monitor the media landscape. Regularly reading, watching, and listening to coverage helps identify trends, track relevant stories, and spot opportunities for comment.
Monitoring also supports evaluation. By reviewing media coverage and comparing it against objectives, organisations can assess what worked, what didn’t, and how to improve future campaigns.
Final thoughts
A successful communication strategy combines preparation, insight, and strong relationships. By securing internal support, identifying newsworthy stories, understanding audiences, and maintaining the right tools and processes, organisations can communicate more effectively and build out their external reputation to help them achieve their business goals.
Good communications strategies take time to develop. The best ones come from collaboration within your organisation, leading to trusted relationships with journalists because you were prepared, and delivered them a solid story.
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MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
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