Doing more with less is one of the main burdens of a business owner and marketer. We all want to get the maximum result out of our time and money but how can we actually do that on a practical level?

I recently came across an article in Investis with some great, practical tips for Corporate Communications and PR professionals looking to get better results without increasing their resources. I’ve shared a few of their top tips here for anyone who’s interested in learning more about how to do more with less in the communications field:

• Outsource where needed. This is a big one. There are only so many hours in the day and if you can’t delegate at least some of the more mundane tasks, you’re not going to be able to work as effectively as you could. When it comes to communication there are a few factors to be aware of. While outsourcing your communication work can bring a fresh approach to your communications, if you’re not careful it can also lead to you going off brand or preventable mistakes occurring.
• Create and maintain a formal plan. Having a clear, written marketing and communications plan can help you identify your communication objectives and map out how you’re going to make them happen. Depending on your industry and goals you may need to undertake further research and investigation activities before you can create your communications and having a plan in place lets you see all the steps involved.
• Get a clear picture of your audience. Knowing your audience will enable you to create clear communications that will better engage them and improve your results. Once you’ve delved into the profile of your audience, the next step is to identify the channels that will reach them most effectively. By targeting your communications to reach your audience more effectively, you can get better results from your communication, without using any more resources.
• Be aware of your gaps. Do you have gaps in your organisation’s skills or knowledge that could be causing your marketing to get less than optimum results? Think about what competencies and skills you need to be able to meet your objectives and identify any gaps. Think about how they could be filled – can you outsource, hire or make use of technology to increase your skills and organisational capacity?
• Keep your communication consistent. The more consistent your organisation’s communication, the more effective your message is going to be. Consistency is important and if you want to maintain consistency you’ll need to ensure everyone is on the same page when it comes to tone and style of communication along with the dos and don’ts of communicating on behalf of your brand.

By taking a more strategic approach to your corporate communications you can improve its effectiveness while saving money.

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