Strategic communication is the product of a team effort and Critical Communications can offer a creative perspective grounded in experience. As a freelancer, teams often bring me on from the start; but it is not unusual to join a group struggling against a deadline because ideas, content and objectives refuse to knit together into a coherent whole. In short, people hire me because of the way I think and my ability to integrate content, objectives and the big ideas that make it all compelling.
We always start with the basics of analyzing the relevant audience in depth. The next step is to think strategically about what you are really trying to achieve with that particular audience at that particular time. In most cases, you are trying to bring about some change, however subtle, in the audience. Perhaps they need to see a challenge they do not know they have. Perhaps they need to embrace even higher goals after significant accomplishments. Sometimes, they need to see the value in doing things differently. Once you have this framework in place, you can start developing content. This process often gets short circuited because people tend to become so fixated on the content — such as product launches, technology roadmaps and organizational restructuring — that they forget about the context. But, even those highly tangible things cannot be considered in a vacuum as the following case studies illustrate.