Defining Strategic Communications
It is no longer enough to have good technology writers. Multimedia opportunities and tools are now a key part of the arsenal. Collaboration tools, such as SharePoint and web conferencing, are often the backbone to effective communications. Blogging and other social networking mechanisms are also commonplace. Executive outreach, including executive coaching, round out successful initiatives. McKean’s customers want and need to employ all of these techniques to build their own brand presence.
CHALLENGE:
McKean has been asked to design and execute multiple strategic communications efforts for the Navy. Some were focused on communicating the status of an IT program rollout; others cover an entire enterprise. All are based in achieving specific communication objectives, and include progress metrics.
SOLUTION:
For NSWC Crane, McKean supports a comprehensive communications effort focused on internal communication, strategic partnering, brand awareness and external positioning. With targeted audiences that range from employees to senior Navy officials, McKean has prepared such things as print media, e-media, brochures and signage.
SUCCESS:
In the last year, our process has increased communication output by 37%. Key to any effective communications program is building support from subject matter experts. This has translated to content quality and accuracy improvement, and a shorter customer review time.