The success of any communication depends on the channels used to disseminate it. Consider how you want your audience to receive and engage your message.

Choosing the right messenger is a critical step in every strategic communication effort. Without it, your message is just a nice set of words.

Successful messaging requires clarity and consistency. Good messages should align with the interests and concerns most important to your audience.

Every successful communication effort has an inherent point of view. Think of point of view as the tone, voice, style or personality for your communication.

Define your target audiences before deciding how to reach them. Focus on those best positioned to directly determine the success or failure of your goal.

The first step in any strategic communication effort is clearly defining your objective. Think of it as a destination, a specific spot on the map.