Strategic communication is a term used to encompass a variety of communication-related professions, such as public relations, brand communication, internal communication and corporate communication.
Strategic communications uses message development with high levels of planning and research of audience behaviors and perceptions to fulfill the organization’s mission. The messages are created to target specific audiences and help position an organization’s communication goals with its structural goals.
Strategic communication can be delivered through a range of sources, including press releases, social media, radio and television advertisements, internal messages, interviews, white papers, and more.
Basic Elements of Strategic Communications
- Organization’s mission statement as the blueprint for your communications
- Identifying key themes
- Maintaining consistent messages for organizational strategies and business objectives
- Keeping messages clear and simple
Why is Strategic Communication Important?
In order for strategic communications to be effective, senior leadership needs to be aligned and connected across the board to embrace communication tactics and core company messaging.
According to Shayna Englin, who teaches public relations and corporate communications at Georgetown, “being strategic means communicating the best message, through the right channels, measured against well-considered organizational and communications-specific goals. It’s the difference between doing communications stuff, and doing the right communications stuff.”
Developing a strategy and plan lays the groundwork for fulfilling a purpose and allocating resources towards the greater goals. As social media and the expansion of media becomes more prevalent, it can become easy to shift attention away from the initial efforts.
Impressions and follower count don’t mean anything at the end of the day if they are not driving brand awareness or sales towards the company goals. Strategic communication is a coordinated effort of communication to influence consumers and in commercial use is geared towards the promotion of products.
Strategic communications is about developing and creating a plan with a goal in mind. By framing and constructing a narrative around the organization’s thought leadership, it emphasizes what is important to the organization and creates brand recognition. This in turn builds the reputation and adds credibility.
The Power of Strategic Communications
Well-designed communications provides employees with the tools for a stronger and more consistency across the organization’s brand. Communication is extremely important to the backbone of your company and its culture. A highly engaged workforce increases productivity, reduces employee turnover and ultimately impacts the bottom line. In fact, research has suggested that companies with engaged employees outperform competitors with an unengaged workforce across multiple factors, including profitability, customer ratings, and even safety incidents.
Social, modern intranets play a large part in helping to engage employees across the organization regardless of their role, department and even location. Creative communication through videos, contests, polls and social posts encourage two-way communication and engagement. By utilizing an intranet, a company’s strategic communication plan has the ability to increase employee engagement which ultimately leads to a large part in the company’s success.