Know-How Exchange : Strategy

Hello,

I've been tasked with building an internal communications strategy, and I'm having a hard time knowing where to begin. I'm new to product strategy, and most of my background is in media where decisions are made quickly and without as much planning.

Here are some of the ideas we'd want to incorporate...

1. What is the plan around our blogging?
2. How do we market ourselves and changes (internally)?
3. How do we differentiate between internal (team-facing) and external (company-facing) communications as well as operational vs. motivational communication?
4. How do we build a communications road-map that we can eventually fold tech releases into?

Our current communications plan is very reactive - Something happens and we report on it. I am trying to get more PRO-active.

It seems that I have the proper questions in place, but just don't know what building a strategy entails.

Can anyone forward on any insights/feedback/reading materials?

It would be greatly appreciated!

-Tommy