Martin Redfern

Communications strategy, research & delivery

Communications compared with marketing, advertising and branding

Get your message across. Honestly.

Effective communication means more than marketing, advertising and branding. Nor is social media the answer to all your needs.

Establishing and maintaining goodwill and mutual understanding between you and your stakeholders depends on joined up strategic thinking and planned, sustained effort.

You can build trust, inspire confidence and win loyalty by developing a communications strategy that really delivers.

We can work together to translate your intent into action that achieves your objectives and captivates your audience with the vision and values you want to convey.

Let's do it


Strategic planning is essential to the success of any communications initiative.

It is only by understanding the relationship between big picture aims and objectives and granular tactical actions that organisations can achieve their messaging goals.

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Positive outcomes depend on framing key messages for specific target audiences, identified through comprehensive contextual research.

Adept analysis of the social, economic and political environment in which communications take place enables more effective intervention and exchange.

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Skilful tactical action requires communications delivery that perfectly matches medium to message for maximum impact.

Blog posts, news articles, media releases: everything you publish should communicate your messages according to plan.

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Need help with a project? Get In Touch


Strategic planning is essential to the success of any communications initiative.

Only by understanding the relationship between overall aims and objectives and granular tactical actions, such as social media engagement, can organisations achieve their messaging goals.

Positive outcomes depend on framing key messages for specific target audiences, identified through comprehensive contextual research.

Developing a strategic communications plan involves understanding context in sufficient depth that aims can be properly clarified in support of better definition of objectives.

This in turn enables accurate identification of target stakeholders, and creation of key messages from which specific tactics then follow for evaluation and iteration.

Tools such as power/importance matrices, dependency timelines and multimedia messaging approaches combine to enable skilful intervention in multiple contexts.

Seeing your communications goals through a strategic prism and refocussing your activities accordingly will transform your ability to achieve your organisational objectives.

Develop your strategy

Strategy development

Organisation and context

Research and analyse organisation and context to capture the social, economic and political environment in which communications take place, as well as their rationale and purpose.

Aims and objectives

Clarify aims as top level intentions and objectives as defined goals whose completion will achieve those aims.


Identify and prioritise individuals and groups that are contextually relevant to determine their strategic importance.


Devise key messages that are specific to the attitudes, interests and concerns of stakeholders and which effectively communicate organisational vision.


Determine tactical actions which convey key messages to stakeholders to achieve campaign objectives, and thus aims.


Measure the effectiveness of individual tactics in communicating key messages to stakeholders and their success in achieving campaign objectives and aims.


Use evaluation outputs to refine then repeat tactical actions until aims are fulfilled and further strategic goals can be developed.

What are your communications goals?

Launch a project, enterprise or organisation

Update for new or expanded services

Improve customer service or external relations

Refine internal communications

Support cross-platform campaigns

Promote conceptual (re)branding

Enhance distributed network discoverability

Develop client conversations

Achieve specific financial/sales goals

Attract niche target markets

Communicate organisational values

Leverage on/offline network effects

Communications that connect Get In Touch


Understand the world in which you operate


Communications planning starts with clear self-awareness. Understanding organisational rationale and intent is essential to high quality content production.

The credibility of documents such as publicity materials and the backgrounders, biographies and factsheets that comprise media kits depends on accurate self-knowledge.

Constructing a compelling narrative around your history, identity and purpose requires careful research into all aspects of your story, from every possible point of view.

Then the materials that you deliver will be in focus and on message every time.


A comprehensive understanding of context is necessary for successful communications strategy development.

Context research seeks to capture the social, economic and political environment in which communications take place.

Careful examination of contextual relationships can offer new insight and help reach innovative solutions to previously intractable problems.

Effective research can help you get up to speed, then ahead of the game.

Whatever your message, words will form the heart of your communications strategy.
Deliver them in style.


Communicate in pitch perfect tune with your purpose

Website content

From about pages that bring your story to life to FAQs that perfectly clarify your position

Blog posts & articles

From three line news updates to long-form magazine features

Press releases

Media kits including backgrounders, biographies, factsheets and Q&As

Email newsletters

Format-specific copy to please your audience and generate high click-through rates

Internal publications

Staff handbooks, guides, reports, briefings and information documents

Printed materials

Brochures, leaflets, marketing/promotional literature, prospectus and catalogues

Martin Redfern
Getting the message across
since 1994

Martin Redfern

I'm a friendly and creative communications professional with seasoned skills in public relations, campaigning and project management, multimedia design and digital development.

I combine diligence, imagination and fluency to convey complex ideas in language everyone can understand.

I hold a Master's degree with distinction in Journalism with Professional Communications at Birkbeck, University of London, and have previously been trustee of a large charitable membership organisation and founder of several social enterprises.

My interests lie at the intersection of technology, politics and economics in emerging national and transnational private, public and corporate spheres.

I have over twenty years' experience working with large and small organisations in multi-stakeholder contexts to achieve social enterprise and sustainable development goals.

I have also lived off-grid in self-built low impact dwellings made from reclaimed materials and native softwoods, successfully employing low voltage renewable energy systems and high thermal efficiency permaculture design to reduce my carbon footprint to less than two tonnes per annum.

If your mission is to transform people and place on our way to a prosperous, productive and sustainable future, we're on the same page.

Let's talk
Service that's personal and professional