Narrative

Exit 2: Communications
Remember those family road trips when your dad asked, ‘Do I go left?” and your mom answered, “Right.” So, your dad turned right. Or the times when you were lost and there was little to no communication going on because someone would not stop and get directions? At that point, the car was probably very quiet and one didn’t dare ask to stop to use the facilities! Communication helps the trip go a little easier, and you may even get to your destination more efficiently with fewer frayed nerves.

Developing a communications plan for your SBHC is vital in helping direct the right message to the intended audience. Even beyond the intended recipient of this information, it is important to influence the impact of your decisions and activities to unintended audiences.

A strong communications plan includes marketing: getting the attention of stakeholders and retaining their interest. Marketing is not restricted to sales – it also involves controlling the image of your SBHC and its services and engaging in a dialogue that highlights the advantages of your particular service. Social marketing is a process for influencing human behavior on a large scale - using marketing principles for the purpose of societal benefit rather than commercial profit.

Understanding the basic tenets of communications and marketing gives you the opportunity to tell a story. It prepares you with strong and consistent messages that build the brand of your SBHC and showcase its excellence. It helps you build champions by appealing to the needs and wants of your audience.