Strategy and planning
Communication without strategy is just noise
Introduction
Effective communication starts with clear strategy. That means understanding who you need to reach, what you need them to do differently, and how communications can help deliver your objectives.
Too often, organisations confuse activity with impact - producing content, running channels and buying media without a shared understanding of the outcome they are trying to achieve. Kingsford Strategy helps leaders cut through that noise. We develop clear, evidence-based strategies that align communications with organisational goals, focus resources on what matters most, and provide a practical framework for delivery and evaluation.
Clarifying objectives
A good strategy starts with a simple question: what are we trying to achieve? We help you define clear, measurable objectives that link communications directly to business or policy outcomes. That means moving beyond vague aspirations like “raising awareness” to goals that can be tested, measured and achieved.
Understanding audiences
No strategy works without understanding who you’re trying to reach. We map audiences using data, insight and stakeholder intelligence to identify who matters most, how they think and behave, and what influences their decisions. This provides the foundation for targeted, relevant and persuasive communications.
Choosing the right levers
Modern communications offers endless tactical choices - from media relations and advertising to digital targeting and influencer partnerships. We help you focus on the channels and interventions that will actually shift behaviour or attitudes, not just generate activity. This ensures your resources go where they have greatest impact.
Developing clear narratives
Every strategy needs a compelling story. We work with you to define clear, consistent narratives that resonate with your audiences and stand up to scrutiny. Whether you’re seeking to shape public attitudes, support major organisational change or manage a sensitive issue, we make sure your messages cut through.
Planning for delivery
A strategy only matters if it can be delivered. We develop realistic, prioritised delivery plans that align teams, budgets and timelines. This often includes creating simple frameworks that help leaders make smart trade-offs and ensure everyone is working towards the same goal.
Measuring what matters
Finally, we build evaluation into the strategy from the start. Using proven models such as the GCS Evaluation Framework, we help you define what success looks like, how to measure it, and how to adapt your approach as evidence comes in. This turns communications from a cost centre into a measurable driver of organisational success.