Strategic Communications

A common misconception about strategic communications planning is that it’s too expensive. So, many organization leaders, especially nonprofits, adopt a random see-what-sticks approach. They go with their gut when buying ads, creating a brochure or developing a direct mail campaign. But this trial-and-error approach is ultimately much more expensive since it most likely won’t achieve your communications objective. Moreover, without measurable objectives and an evaluation process based on measurable objectives, how will you know what parts of your communications outreach are working?


Measurement begins with developing communications objectives that answer who, what, when and how much the PR program is intended to affect. Payton Communications always begins with thorough research about your organization, its mission, perceptions among stakeholders, organizational goals and how you distinguish yourself from your competition.

I learn who your important audiences are, what messages, stories and images resonate with them, who their trusted influencers are and where they look for information.


I develop SMART objectives for each target audience. S-specific, M-measurable, A-achievable, R-realistic and T-time-based. Then I develop specific strategies and tactics designed to achieve those objectives. If your scope and budget allow, I recruit the right team to implement them. We work with you to develop a project management plan with a projected timeline and budget.


I can assemble a highly skilled, experienced team of creative professionals to implement your plan. Depending on the strategies and tactics we plan to implement, this may include a creative director, graphic designer, photographer, website developer, SEO specialist, foreign language translator, audio-visual or PSA producer and other public relations and marketing counsel.

If you have a large business with a sophisticated communications department and can dedicate those resources to your campaign, I will happily work with your staff. But, in my experience, that is rarely the case. I find it’s usually more productive and cost effective to collaborate with professionals with whose work I am familiar.


At predetermined intervals, we measure our outcomes against benchmarks so we can make course corrections along the way. At the completion of the program we do a final analysis to determine how well we met our objectives and make specific recommendations as you move forward.

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