What describes the most important characteristic of an effective communications strategy?

The ACMP Standard highlights that themost critical component of a communication strategyis ensuring it communicates thebusiness rationale: why the change is needed, what it involves, who is affected, how it will be executed, and when it will occur. This ensures clarity, builds awareness, and drives buy-in. While consistent messaging (A), formal channels (C), and top-down updates (B) are valuable, they do not guarantee understanding. Option D reflects the true essence of effective communication — providing meaning and context so stakeholders understand the change.

(Reference: ACMP Standard, Process Group 3 – Communication Plan; Activity: Communicate the business rationale of the change clearly to all stakeholders.)