How do you get a communications strategy approved?

Having the opportunity to create a strategy for a bigger piece of work or project is exciting; it's a chance to think creatively and strategically. 

Pulling together a strategy that will have an impact can also be challenging, but sometimes, the biggest challenge is getting the green light to implement it. 

When you have multiple stakeholders that need to approve, it can be a time-consuming exercise that leaves you with a final product vastly different from what you started with. 

Here are some tips for making the process smoother and staying in the driver's seat as you go.

Understand concerns and opportunities at the start of the process

Have conversations with key stakeholders at the start of the process. Use this as an opportunity to understand what they hope to see in the strategy and any concerns. 

This will ensure you can capture these in the strategy you are developing. 

Keep people up to date

Once you understand the priorities of your key stakeholders, keep them updated as the strategy develops. 

This could be as simple as an email after your initial conversation summarising your discussion's key points and letting them know when they can expect to see the strategy. 

If it's a longer project, update them at the midpoint so they know you are progressing.

Don't send it to people, present it

Emailing a strategy to key stakeholders for review is a recipe for disaster. It could lead to them focusing on small details rather than the bigger picture. 

Instead, set up a meeting to present it to them. This way, you can explain your approach, highlight the benefits, and discuss how you will manage any risks. 

There may be materials associated with the strategy that stakeholders need to read in detail, such as key messages or a media release. Let them know they can do so once the strategy is approved and you get to this project stage.