Knowing vs Doing: Getting Your Communication Strategy Moving

There’s a big difference between knowing something and actually doing it.

We all know this, right?

I know I should lay off the chocolate… and yet, here we are. I know I should be consistent with my LinkedIn posting (something I actively encourage others to do)… and yet I still find myself scrambling for content more often than I’d like to admit. So no judgement here.

Because this gap between knowing and doing shows up everywhere, especially in communications.

The Strategy That Looks Good (But Goes Nowhere)

Over the past few months, I’ve been working with a range of charities and purpose-led organisations on their communication strategies, and I keep seeing the same thing.

There’s no shortage of ideas, passion or good intentions. But there is a gap, often a fairly big one, between the strategy and what actually happens day to day. And sometimes, if we’re being honest, there isn’t really a strategy at all. It’s a mix of ideas, half-plans, and things that live in someone’s head. And a strategy that sits in a folder (or a beautifully designed PDF) isn’t really a strategy. It’s more like… a very optimistic document.

The Bit Everyone Avoids

Most communication strategies include the right ingredients: clear audiences, strong messaging, the “right” channels, a compelling vision. All of that matters.

But the bit that really determines whether it works? The practical side—the “how is this actually going to happen?” That’s the part that often gets glossed over. Because it’s harder. It forces you to make decisions, prioritise, and face reality. How are you actually going to deliver all of this with no budget and limited capacity? If there isn’t a clear answer to that, then the strategy hasn’t been built for your organisation—it’s been built in theory. And theory doesn’t get the job done.

A Quick Reality Check

For many charities and purpose-led organisations, communications isn’t someone’s full-time role. It sits alongside everything else, and time is always tight. So when a strategy asks for weekly blogs, daily social posts, multiple campaigns and perfectly coordinated messaging… it doesn’t motivate anyone. It just makes people feel overwhelmed and slightly guilty. Not exactly a strong foundation for consistent communications.

What Actually Works

This is where I tend to do things a bit differently- different from how organisations are currently operating.

Yes, we do the strategic thinking. Yes, we get clear on audiences, messages and direction. But we spend just as much time making sure it’s actually doable. Because a strategy should work for the organisation you are, not the one you wish you had the time, budget or team to be. That means building a practical, tailored implementation plan that gives you clarity on what to focus on and confidence in how to do it. Not everything at once, not everywhere, and not perfectly—but consistently. That often includes simple, repeatable ways to show up, realistic expectations around frequency, and ideas (sometimes even draft wording) to help you get started. Because staring at a blank page is where most good intentions quietly disappear.

If you can’t pick it up and use it next week, it’s not doing its job.

More Isn’t the Goal

There’s a persistent myth in communications that more is better; more content, more channels, more activity. But for most organisations I work with, more isn’t the goal. Clarity is. Knowing who you’re talking to, what you want to say, and how you’re realistically going to show up consistently, is far more valuable than trying to do everything and doing none of it particularly well. You don’t need to be everywhere. You don’t need to say everything. And you definitely don’t need to do it perfectly. People don’t want polished, robotic messaging—they want something that feels human. You just need an approach that fits, and that you can stick to, even on a busy Tuesday.

Closing the Gap

The organisations that see real impact from their communications aren’t the ones with the most polished strategies. They’re the ones who actually use them. They’ve got clarity, a plan that fits their reality, and they follow through. That’s where the difference is made. Because strategy does matter but only if it translates into action.

Final Thought

If your communications strategy doesn’t take into account your time, your team and your capacity, it’s not really strategic. It’s theoretical. And while theory is nice, it doesn’t build trust, reach audiences or drive change. Doing does.

How I Can Help

If your strategy has seen better days, is gathering dust at the back of a (possibly imaginary) filing cabinet, or has never really existed in the first place, you’re not alone. If you’re finding it harder to secure funding, struggling to reach new audiences, or trying to get in front of the right people, it might be time for a more practical, fit-for-purpose approach. I work with charities and purpose-led organisations to create clear, realistic communication strategies that actually get used. If that sounds like what you need, get in touch and let’s have a chat about what will work for your organisation.