Few organizations do not communicate, even unconsciously they do. Any entity that evolves in society necessarily sends messages to its environment. But among the organizations that consciously communicate, many do not plan and define strategic objectives, able to promote their success…
Communicating without having a communication strategy is a suicidal attitude that risks causing a great waste of resources and time. On the other hand, it exposes the organization to negative effects. In other words, a communication which does not obey a strategic logic risks playing against the interests which it is supposed to defend.
After a first infographic by which I tried to illustrate the importance of communicating for your products, here is another one where I try to highlight the main factors of strategic planning in communication.
(Click on the image for better visibility)