SMART Communications: Be Strategic

Specific - Measurable - Achievable - Realistic - Timely

Sandra Thornton brings vision to every projectLeaving your business communications to chance is, at best, a risky proposition. A well defined and executed communications plan reaps huge rewards. Sandra Thornton can help your organization.

Strategic communication is the systematic planning, research, analysis, communication, integrated brand support, and measurement/evaluation for short or long term, internal or external communication programs.

A strategic communication initiative conveys deliberate message(s) through the most suitable media (communication channels) to the designated audience(s) at the appropriate time to contribute to and achieve the desired effect or outcome.

Strategic communication balances the message, the media, the audience(s), and the objectives of the organization.

Information is gathered during the planning stage to understand the situation, the goals, the audience, and the desired outcome. Research at the completion of the communication program answers the questions: Did the program meet its objectives? What were the outcomes of the campaign or program? What remains to be done?

Undertaking truly strategic communications activities is a powerful management tool for identifying issues, setting priorities, defining strategies, and determining performance benchmarks and expectations. The product - a strategic communications plan - is a valuable tool for building strong, positive relationships with key stakeholders.

Sandra Thornton has experience working with management and leaders in a variety of settings. Sandra specializes in communication strategies, employee communications, and navigating organizational change. She believes that communication is a shared responsibility and that every organization, regardless of size, can take a strategic communication approach to harness and realize their potential.

Contact Sandra for more information.

What's Sandra currently working on?

  • Teaching courses on Issues/Reputation Management and Crisis Communications, and Case Studies in PR for Western Canadian Universities
  • Strategic communications for a national health organization
  • Strategic communications for a western Canada manufacturing company
  • Media relations training for AB municipalities


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