Strategic Communication Plan for The Family Member Startup

This article discusses the strategic communication plan for The Family Member startup, which aims to provide medical and non-medical healthcare facilities and services at pocket-friendly charges within quick response duration. The plan enables the organization to reach its target audience by using different tactics and disseminate information regarding what needs to be done, how, when, and by whom. The article also discusses the goals, message, and channels used by the startup.

Running head: BUSINESS COMMUNICATION
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Business Communication
Institution
Student

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Business Communication
Audience
The Family Member is a start-up whose primary objective is to provide a wide array of medical
and non-medical healthcare facilities and services at pocket friendly charges within quick
response duration. This particular establishment which was sanctioned by the Gujarat
government under the start-up promotion scheme purposes to provide elderly and lonely people
empathy based care takers and also indulge them in various entertaining loving activities nearby
their localities. In formulating their objectives, The Family Member considers an overall strategy
which enables them tom effectively reach their targeted audience, by use of a mix of techniques.
These include face-to-face or interpersonal communication among other different media that the
start-up uses to communicate with internal and external audiences. Such strategic communication
plans enables The Family Member to share a clearly defined message with everyone who
deserves their services (Bockstette, 2010).
Purpose
There is a common believe in The Family Member that communication is the center of
everything. They cannot implement any strategy if they cannot communicate about it. In simple
terms strategic communication plan can be described as any sort of communication which is
aligned with an establishment’s general strategy in order to enhance its strategic positioning.
From this definition therefore, one can conclude that the main purpose in The Family Member is
to integrate all its advocacy efforts, public education, and programs. Since its approval the start-
up has been planning a long-term strategy for its efforts, it has been ranked to be premeditated,

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and proactive. The strategic plan has helped the establishment to arrange resources more
effectively and strategically through highlighting mutual opportunities and synergies in its
various work areas and programs (Stavridis, 2007).
Goal
The Family Member start-up just like any other modern establishment has set some goals and
objectives which need to be accomplished. For instance, the start-up aims at enhancing its
relations, reputation, and image with key publics. These goals and objectives are SMART
(Specific, Measurable, Attainable, Relevant and Time-Sensitive) (Wolf, & Akkaraju, 2014). The
Family Member associate has initiated a strategic communication plan as a toolkit which
considers a general strategy which will effectively enable it to attain these goals. Thus the main
goal of the strategic communication plan is to ensure other underlying goals and objectives have
been achieved. This scheme enables the organization to reach its target audience by use of
different tactics. It also allows it to disseminate information regarding what needs to be done,
how, when, and by who (Viswanath, 2006).
Message
A communication strategic plan is a policy-driven approach which provides stakeholders with
information (Downs, & Adrian, 2012). In The Family Member, these stakeholders include
initiators and the targeted groups, the elders and lonely people. The plan clearly demarcates these
stakeholders who need specific information, the time it should be disseminated, and what
channels are most suitable to use. Besides, the plan defines which channels to use to solicit
message or feedback from stakeholders and how this feedback will be documented and archived.

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The Family Member start-up has adapted a strategic messaging; a communication framework
that it uses to interact with its associates, prospects, and other stakeholders. It has given the
group an ability to communicate the value of its services, activities, as well as other developing
subfields. In a nutshell, strategic communication plan has enabled this establishment to clearly
define with everyone involved in their operations.
Channel
The Family Member start-up selects proper channels and tools of communication. This is
involved in the last phase of the plan when now the establishment is aligning its mission and
values with what is really happening in the group (David, 2011). At this point, communication
channels serve as strategic inputs which enable the start-up to connect with the audiences. These
tools propagate messages containing what the target audience deserves to know (facts and
information). The Family Member uses various channels such as social media (Facebook and
Twitter), telephones, emails, and face-to-face to link with their stakeholders and prospects. These
tools enable the startup build relationships and constantly stay in contact with their audiences.

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References
Bockstette, C. (2010). Jihadist terrorist use of strategic communication management techniques.
DIANE Publishing.
David, F. R. (2011). Strategic management: Concepts and cases. Peaeson/Prentice Hall.
Downs, C. W., & Adrian, A. D. (2012). Assessing organizational communication: Strategic
communication audits. Guilford Press.
Stavridis, J. G. (2007). Strategic communication and national security. United States Southern
Command Miami Fl.
Viswanath, K. (2006). Public communications and its role in reducing and eliminating health
disparities. Examining the health disparities research plan of the national institutes of
health: unfinished business. Washington, DC: Institute of Medicine, 215-253.
Wolf, A., & Akkaraju, S. (2014). Teaching Evolution: From SMART Objectives to Threshold
Experience. Journal of Effective Teaching, 14(2), 35-48.