Develop your communication strategy

“Rome was not made in a day”. Thus, any large-scale project requires preparation and method. In communication, it’s the same. Developing a communication strategy requires analyzing your environment and making informed choices. How? ‘Or’ What ? By following 5 steps presented by Alexia Youknovsky, essay writer service our CEO, during a webinar organized by the Marie Curie Alumni Association where she was invited with James Bowers, editor-in-chief of Polytechnique Insights . 


Five questions. This is the starting point of your communication strategy . These are the 5Ws, well known to journalists when they write an article: Why, Who, What, Where, When. By answering them, you will find the answers you need to develop your strategy.

1. Why

Why are you communicating? What’s your interest? These questions are essential in building your strategy. Often, when asked to experts, the first answer that comes to mind is “inform”. While their objective is in fact larger and more ambitious. Indeed, for scientists, communicating can meet different objectives: increase its notoriety, obtain funding, develop partnerships, reassure about a technology that is unknown or which worries, informing about the skills that one possesses. To meet these objectives, you must therefore inspire confidence, create a link with your audience, tell stories that make you dream, convey emotions … Or quite simply, make yourself known to your targets. In other words, exist in their eyes!

2. Who

Now that your goal is set, it’s time to focus on your targets . Will your communication be deployed internally or externally? If it is for internal purposes, do you want to reach your managers, your colleagues, both? On the contrary, if it is external, do you target peers, journalists, funders or the general public? This is a very important step because the target will condition the answers to the following three questions: What? Where ? and when ?

3. What

Communicating without having to send a message is a bit like speaking without saying anything! That’s why it’s best to think about the message you want to convey. To do this, rely on the target you have defined previously. What is his knowledge in relation to what you want to communicate? What reactions are you trying to produce? Once you’ve established your expectations and those of your target audience, you can build your message. To do this, online essay writer try to summarize in a few lines the ideas you want to convey.

The name of your project , your product or your entity is an essential component of your image. When we are expecting a child, we do not choose their first name at random. This is the fruit of a reflection which, beyond the feeling, was able to take into account criteria such as originality, sound, meaning, family history, etc. The name of your project is the same. Take the time to think about it. The ideal is to choose a name that has meaning, that evokes something about your project. Because it will contribute to its image. Therefore, avoid choosing an acronym. Just like the other identity elements (graphic charter, logo, slogan), the name of your project helps to convey your message. For example, so that your innovation is perceived as reliable, innovative and eco-responsible, choose a name accordingly. In short, make your project a brand!

4. Where

By what means to communicate? This is the question behind this “where”. Scientific events , brochures or press relations : the communication channels are multiple! Instead of exhausting yourself using each one, focus on the ones that are right for your purpose. A website is often essential, regardless of the target. Conversely, a scientific congress is aimed at a target population, your peers. As for social networks, select those that your targets are likely to consult. For example, TikTok is primarily for teens and LinkedIn is for working people.

5. When

You have now determined your objectives, your targets, your message and your media. You hit the mark! However, there remains one step, and not the least: defining the frequency of communication . For a research project, it is necessary at least to communicate during the important stages. That is, when you achieve significant results: a prototype, for example. In addition, we advise you to communicate continuously. You can post regularly on social media, send monthly newsletters, or write blog posts.

However, “life is not a long quiet river”. Even with a well-programmed communication, you can be disturbed by outside elements. A crisis can thus lead you to communicate in an unforeseen way: for example, following major floods like those of this summer in Western Europe, fires like in Australia, or even a health crisis like the pandemic of Covid-19. In these times of crisis, you can be called upon because you are directly impacted by its consequences, or as an expert on a subject related to this crisis. This communication is ad hoc, limited in time and linked to a particular context. It is therefore to be developed differently from your daily communication. As much as possible, crisis communication should be prepared in advance,

Why ? Who ? What ? Where ? When ? Here are the five questions to remember to analyze your environment and help you make the right choices for your communication strategy. They will allow you to define your needs, your targets, your message, your communication channels and their frequency of use. And thus, bring together everything you need to develop your communication strategy!