COMMUNICATION AGENCIES AS A STRATEGIC PARTNER FOR STRATEGIC, TACTICAL AND OPERATIONAL DECISION MAKING

If a company wants to stand out from its competition, it needs more than just good products or services: it must know how to communicate its value proposition effectively. This is where communication agencies come into play because, in addition to designing and executing ad-hoc campaigns, we have the capacity to advise our clients in making all kinds of decisions to ensure the success of their communication actions.

The decisions at the strategic levelThe concepts of tactical, tactical and operational are not interchangeable, they are complementary levels within business planning. 

The strategic decisions are those of a long-term nature, which define the general direction of the company: brand positioning, purpose, values or priority audiences. 

The tactical decisionsInstead, they respond to how to execute that strategy: what channels to use, what type of content to generate or what tone to adopt in communication. 

Finally, the operational decisions are day-to-day: what format and content a press release should have, when is the best time to publish it, the replication of that release in a post for social networks or for the blog with its own content and adaptation of message and tone, the amplification of the messages or the news through a specific type of interview, meeting with an individual or collective journalist... and so on for an endless number of communication tools. 

A communication agency with an integral vision, such as InfluenceSuite, must be capable of accompanying the company in the following stages of what we define as the "E.T.O. Journey":

• Strategic: because it involves a complete analysis, audience definition, narrative construction and advice on how to align communication with business objectives. Agencies are often involved in re-branding processes, new product launches or digital transformation, which allows us to bring our external perspective and experience in various sectors.
• Tactical: From the agencies we design communication plans adjusted to the budget, resources and priorities of each client. We can advise on what kind of tactical actions to prioritise in order to achieve these objectives, which we then evaluate through specific KPIs.
• OperationalThe role of a communication agency is very important to ensure the impeccable execution of actions. To this end, at InfluenceSuite we have a team of experts in the implementation, maintenance and monitoring of each one of them. It is not only necessary to know what to do, but also to have expert knowledge of how to do it in order to get the most out of it in terms of brand, product or service impact with the audiences that have been defined. To this end, InfluenceSuite has a team of experts in the implementation, maintenance and monitoring of each one of them. It is not only necessary to know what to do but also to have expert knowledge of how to do it in order to get the most out of it in terms of brand, product or service impact with the audiences that have been defined. 

In conclusion, we could say that the decision to hire a communication agency is not only about delegating tasks, but also about being aware that this means adding a strategic partner, as another part of the company, which is capable of contributing value at every level of business decision-making. 

As communication agencies, we help our clients to ensure that their brands act with coherence, efficiency and agility. We guide them towards the communication route that allows them to achieve the desired success but, above all, we provide them with the experience and tools necessary to reinforce their positioning and connection with each of their stakeholders. 

If you want to know more, do not hesitate to contact us.