Without a map, you’re going nowhere. An effective strategic communications plan seeks to provide insights and clarity to the ‘Big5’ of questions. Who (are you talking to), What (are you saying), When (are you speaking), Where (are you playing) and Why (are you doing all of this in the first place). This is obviously grossly simplified, but an effective communication strategy brings people together in a cohesive way to deliver on core company objectives in the short, medium and long term.