“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: