18th September 2019, By Himani Mehta, Strategic Brand Planning

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Importance of Strategic Communication

“Communication is the centre of everything. You can’t execute a strategy if you can’t communicate about it.” -Vice President of FedEx Services, T. Michael Glenn.

Communication is the exchange of information between a sender and a receiver. It is relatively simple to communicate one message to a particular receiver. However, the consumer (receiver) is bombarded with multiple messages from various brands (sender) which leads to confusion and chaos.

This is the reason why communicating in a structured manner became important to the business. Strategic communication can be defined simply as communication that is aligned with a company’s overall strategy to emphasize its core positioning. This means when communicating strategically with an audience, the message must consistently communicate what companies wish to share internally and externally in a way that shapes the conversation, in order to receive desired results. To stand out from the clutter, it is essential for the brand to structure the message in a precise manner that focuses on the objective of the communication, defining the right audience and the appropriate channels.

Strategic communication is most effective when there is a long-term implementation plan in place. According to J.C. Collins and J.I. Porras, “Built To Last: Successful Habits of Visionary Companies”, “It has been suggested that the most enduring companies are those that focus on the long-term, have a strong set of values and are proactive rather than reactive in communicating.” When communicating strategically, it is always important to think about the future rather than the present.

References:
https://sloanreview.mit.edu/article/the-strategic-communication-imperative/ https://blog.catmedia.com/strategic-communication-is-more-important-than-ever
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