Strategic communication is at the heart of business messaging, but defining strategic communications can be trickier than it appears. Many communication experts and scholars have started using strategic communication as an umbrella term for the work of various professionals who work on an organization’s communication, including brand communication, public relations, advertising, and beyond. Strategic communication is a multidisciplinary area that pulls from different methods and subject areas. All in all, you can think of strategic communication as the ways an organization purposefully uses communication tools to fulfill its objectives.
The idea is driving how businesses create strategy, but sometimes the phrase is overused without much understanding of what it means. Often, professionals use the term while having completely different ideas of what strategic communication actually entails, compared to those they are working with. So, it is important for every member of a team to understand how strategic communication merges public relations, marketing, and advertising to fulfill the company’s purpose, through both internal and external communication.
Why Is Strategic Communication Important for Businesses?
The definition of “communications” in terms of business is broad. Communications can cover any creation of news or dissemination of information to the public, as well delivery of media and news to the public. Communications professionals even include researchers studying how media and society interact.
Strategic communication brings together the idea of pushing out and delivering information. When professionals employ strategic communication, they are not just communicating. They are communicating the best message through the proper channels, measuring organizational goals and goals specific to communications.
Leveraging Communication Strategies
Strategic communications is understood as bringing together several approaches, including marketing, public relations, media relations, advertising, and more. Communicators give their organizations the tools and expertise to support overarching organizational goals. Along with creating content for communicating, businesses must strategically plan for how to implement those ideas.
Learning how to craft influential messaging for strategic communication will give you the tools you need to create and drive effective strategy. Successful communicators know how to use data to understand communication needs; they leverage those insights to meet the needs of stakeholders, inform media strategies, and prepare for potential risks. The appropriate mediums and messages vary by industry and specific audience, so taking a strategic approach to engagement will make your brand stand out.
Purposeful communication is key. Communicators must examine what they communicate holistically in order to develop an integrated approach. As a communications possessional, you should ask how different strategies can advance your organization’s communication goals. Then, you can make an assessment and develop a strategic communication plan.
Professionals in media and communications, who recognize that strategic communication offers a key differentiator to create a competitive advantage, set themselves up for success. When you understand the nuances of strategic communication for your specific business or brand, you can leverage your communication tools to better engage and build your audience.