COMMUNICATION DISCIPLINES
Once we know which communications tools we will use, we utilize appropriate disciplines such as public affairs, media relations, investor relations, etc., as strategies to drive the effective communication of the positioning. There are, in fact, two levels of strategies.

First, there is an overall strategy that determines the mix of disciplines to be used. For example, one company may be better served through community relations, internal communications and direct marketing, while another company may need primarily advertising, media relations and public affairs. Each company has different needs.

Second, each discipline has its own strategy. For example, investor relations may have a strategy of boosting the retail holdings of the stock, and internal communications may have a strategy of integrating newly acquired companies within a common company culture.

It is vital that all disciplines are integrated with one another. They must all relate to the same positioning, must complement each other, and must maintain consistency of message.

EXECUTION BY TARGET AUDIENCES
Once we have determined the positioning, the communication tools available, and the most appropriate communication disciplines, we tailor the execution of the communications program to the key audiences. (It is important that all audiences are considered. For example, vendors are an important part of any communications plan, yet are often overlooked.) For each target audience, we prioritize the key messages we want them to hear. Then we determine the best ways to communicate the messages to each audience. The final stage is execution.

RESULTS
Effective positioning can enhance a company’s reputation both internally and externally. This can lead audiences to hold a positive image of the company, which paves the way for their acceptance of the company’s words and actions.

Any organization can take advantage of positioning strategies to create or improve its image and impact with target audiences by:

• Discovering the essence of the positioning to be achieved
• Strategically designing programs to reach audiences
• Executing programs on a tactical level

Management must recognize:

• It’s never too late to enhance reputation
• Reputation takes time to build
• Reputation can be damaged in an instant
• An integrated communications approach is an ongoing exercise

Consistently working to be proactive in all areas of message development and dissemination will enable a company to think about the "big picture" and move confidently towards reaching goals. We thus avoid the reactive, crisis response actions that distract from the core element of an effective communications strategy – getting the overall key messages heard and accepted by the target audience(s).

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