Step 1: Research Step 2: Create a profile of the audience(s) you want to reach. Step 3: Create a guide for how you talk to the audience: your brand voice and messaging. Step 4: Determine where and in what format you can best reach your audience. Step 5: Write it all down: make a comprehensive plan and figure out how you’re going to measure the results.
These are basic principles for marketing and public relations professionals to follow. Whether you work for an organization or for yourself, skipping any of these steps is a detriment to your brand. Taking these steps helps facilitate "institutional memory" by ensuring consistency over time, across teams and for all content, sets measurable standards, and provides guidance for prioritization.