Communicators don’t tend to be the most strategic bunch of people. We like to jump right to tactics and forget about the research and plan phase of what we do. That’s a generalization, of course, but it happens enough that it’s become a generalization. And, while research and planning—and, gasp!, measurement aren’t nearly as exciting or interesting as tactics, it should drive everything we do.
Just like a communications plan, every business must also have a roadmap for where you are going. If you don’t own an agency or business or are never planning to, listen to this episode with your communications plan in mind. Though I’ll speak to it from an agency owner’s perspective, the structure and bones are the same.
Listen on as we discuss the 13 things every agency should include in their plan that will drive all marketing, business development, and growth.