Setting out a clear and well-considered comms and media strategy is crucial keeping in mind who you’re talking to, what you need to say and where it needs to be said. This plan will be reviewed and will change over time, but it gives purpose to your communications, keeps everyone on board and crucially on message. Media strategy drills into where your messaging should go, whether that’s websites, social media, print, spoken, broadcast or out of home. It’s a detailed plan of when it needs to be said for the desired outcome, and how frequently.

It’s so tempting just to launch into a comms or media campaign without putting in the groundwork. But by giving messaging the consideration before you engage the audience, not only will the message work harder and reach further, but it has a stronger, more measurable chance to resonate with those people your brand needs to have onboard.