The value of a story.
Stories have been told for thousands of years. It's how we tell them that's changed.
First, there were pictures in caves. Then came the oral tradition, books, radio, movies, television, the Internet and now social media. There will be more ways to tell stories in the future - that's a fact.
But one thing that will remain constant is the need to have a good story to tell. It needs to be real. It should be authentic. And it should be able to connect with audiences you want to communicate with.
Often times, companies and organizations begin their communications planning around the strategies and tactics that they want to employ. That's a problem because the value of any plan is in the story that is to be told - and just as importantly, knowing the audience whom the story is being told to.
So when thinking about a communications plan, start with the audience - who is it? why do they need to hear from you? what is it this audience would say if THEY had to tell your story? In other words, don't navel gaze and think about what you want to hear or be told.
From there, think about the core message - what is it that needs to be communicated. It's here where you can start shaping your story, which will then lead to a plan that you can execute on knowing it has a foundation to it.