This article presents a communications strategy, examining it as an independent and integrated component of a company's marketing strategy. Special attention is given to the concept of a "blind spot map" as an analytical tool for identifying areas of superficial analysis, information distortion, and a lack of communication impact on a potential audience. This theory is substantiated by the notion that creating and using a "blind spot map" improves the consistency of communications decisions, reduces the risk of strategic errors, and helps ensure that communications activities align with actual customer expectations. Subsequently, a conclusion is drawn regarding the advisability of systematically incorporating communications analysis into strategic marketing planning.
communication strategy, marketing strategy, marketing communications, white spots, white spots map, strategic analysis
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