Communication takes place directly, irreversibly and on a daily basis, and if it is not directed towards the desired goals, it can cause communication problems, which are later reflected in the entire business of the organization, whether it is a non-profit or for-profit sector. The communication strategy facilitates structured communication for all employees, customers and management. Although communication is irreversible, it does not mean that the spoken word cannot be corrected, and this is one of the tasks of communication strategy.
In a time of news and information overload, the key question that arises is how to highlight your organization, or how to make our message visible. The century in which we live is also called the century of the media, because never before in the history of civilizations has there been so much media. When we add social networks to this, the issue of communication, both internal and external, arises as a priority issue in the work of every organization.
Communication goals are a reflection of the strategic goals of the organization, i.e., programs and operational goals. This means that communication cannot be an isolated segment of an organization’s business, but must be contained in all its segments. It is necessary to establish communication goals, but it is equally important to determine the target audience and select the best communication channels accordingly. Thus, in addition to internal and external communication, they have their divisions that affect the work of the organization in terms of decision-making, presentation of work or making plans for the future.
The communication strategy is generally adopted for a period of 5 years.
This guide was developed with the support of USAID’s Local Works Program, and was developed by the Institute for Youth Development KULT.
The guide is available here:
