Whether it’s on the phone, the radio, the TV or the billboards on the streets, we’re exposed to hundreds, if not thousands, of messages daily. We’re constantly being bombarded with information –too much information to process and absorb.
So how do you get your message to stand out?
Strategic communications helps us be thoughtful and deliberate in how we communicate, so that our messages attract attention and are retained. It makes the best use of our (often) limited resources and ensures that our messaging and communications is directed to our end goals.
So what does this mean in practical terms?
Your organization might hold press conferences, send out press releases, manage one or more social media accounts, and perhaps even advertise on the radio/TV. You understand that communications is integral to the success of your organizational objectives. You communicate. But do you do it strategically?
The way I understand it, strategic communications goes beyond employing communications/ marketing/public relations tactics on a one-off basis. Strategic communications is aligning the totality of an organization’s words, actions and images towards its vision and mission. Every single message put out by the organization serves to further the organization’s brand identity and reputation. In essence, every press conference, every press release, every tweet, every Facebook message, every photo posted on Instagram etc. is carefully thought out and is part of a broader strategy to further the organization’s vision and objectives. Every picture, text and online interaction is strategically framed; sending out a singular clear and creative message.
To sum up, strategic communication is not random or unintentional. It is deliberate, thoughtful and data-driven. Above all, it is firmly anchored in the organization’s strategic plan. And it can be clearly heard against the cacophony of messages we’re bombarded with every day.
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