Is Your Communications Strategy on Target or Missing the Mark?

A communications strategy aligns your efforts to business objectives, but once it is in place, how do you know if it is working? Metrics matter, but the most telling signs often show up in everyday interactions. Success leaves clues, and so does failure.

Three Signs You’re on Target

After strategizing your communications, positive change won’t be instantaneous. With consistency and patience, though, here are some things you might start to see to let you know your efforts are working:

Alignment: Employees understand how their work connects to the organization’s goals. It goes beyond reciting the mission statement. They can clearly articulate the part they play in achieving it.

Leadership Visibility: Leaders communicate consistently, not just during moments of crisis or major change. They show up, stay visible and communicate transparently every day.

Unified Voice: When you’re clearly and consistently communicating, the message sounds the same throughout the organization, regardless of department, geography, and career level. Consistency at the top builds credibility, and employees repeat what they trust.

Three Signs You’re Missing the Mark

Implementing a communications strategy doesn’t guarantee you’ll get the outcomes you’re looking for. Here are some signs it might be time to adjust your plan:

Rumors Outpace Facts: When employees don’t have clarity, a delay in communication leaves room for speculation. Rumors fill the silence, and credibility erodes.

One-and-Done Leadership: Inconsistent visibility leads to distrust. Employees want leadership they can rely on, not a town hall or email that pops up only during a major crisis or announcement.

Communications as an Afterthought: When the strategy is influencing business decisions, communications isn’t brought in at the last minute to send out a reactionary message. It’s part of the planning phase, a strategic partner from the start.

Striking a Balance

Strategies aren’t one-size-fits-all. You’ll likely see signs of both success and failure at the same time. The key is to recognize them early and adjust. A strong strategy is not about perfection. It's about progress.


Conclusion

Data can tell part of the story, but it isn’t the only measure of success for a communications strategy. Pay attention to what employees are saying, how leaders are showing up, and whether or not your organization speaks with one voice. The signs will be clear. 

Jennifer Materkoski, M.A., is a global communications executive who helps organizations transform communications from a support function into a critical business partner. She has led strategy through acquisitions, reorganizations, and high-growth environments, specializing in aligning employees to business goals, equipping leaders to build trust, and strengthening culture across global teams.