How can you explain strategic communications to someone who is unfamiliar with the field?

Elevator pitch: “We are people connectors and bridge builders; amplifiers of information and multipliers of impact; brand ambassadors and protectors; creative problem solvers and lifelong storytellers.”

Strategic communicators are wizards of weaving customer success stories, virtuosos of building brands, and people-connector extraordinaires. We are always curious and never stop thinking of the big picture of connecting the brand and messaging across the organization and how to get people of different audiences to pay attention. We are often the glue between senior management, sales, HR, product and marketing.

It means understanding the primary objectives the communications need to support, and designing strategies, messaging and vehicles in support of that. Every comms action should clearly support a strategic goal.

Strategic communications is a field that focuses on planning, executing, and managing communication efforts in a purposeful and intentional way to achieve specific organizational goals and objectives. It involves understanding the audience, crafting messages strategically, using a variety of communication channels, and adapting based on data and feedback to drive desired outcomes for an organization.

Strategic communications helps companies achieve business and reputation goals though clear messaging, compelling narrative and connection and alignment with key stakeholders. (When explaining communications, or strategic communications, you need to do so from the perspective of your audience and refer to benefits and outcomes they can understand.)

Strategic communications is important in order for your organization to speak with a unified voice, mission and vision. It helps you to avoid communication problems by having a plan and policies, identifying main spokespeople and providing communication training for board members and staff. #StrategicCommunications #MediaRelations #PublicSpeaking

Strategic communication is key to creating the identity, image, and brand of the institution. We are brand builders, storytellers, and channel distributors and we identify the right audiences to spread our message and our voice through others, creating bridges to distribute our message. We are word builders too, campaign designers, and the loyal communicators of one united vision. We make our brand visible and credible.

Practically speaking, strategic communications can only be applied with buy-in, support and participation of executive leaders. Without that support, the the clearest objectives, the most exhaustive list of tactics and the cleanest data analysis and measurement will fall flat. Align your communications strategy to the leaders goals and organizations objectives to have a truly worthwhile strategy to execute and deliver results on.

Indeed, strategic communications is the art of crafting messages that resonate deeply with the intended audience, but it's also about timing, delivery channels, and understanding the nuances of each platform. It's about fostering genuine connections, building trust, and inspiring action. I must also agree with Jesse Granger's insight about buy-in as it is crucial. Without the support and commitment of stakeholders, even the most well-crafted communication strategy remains stagnant. Buy-in ignites momentum, turning plans into action and vision into reality. It's the driving force behind successful implementation and sustainable change.

This very comment which I'm writing now is part of Strategic Communications. My goal is to grow my network on Linkedin so that I can share my ideas with others. So you see my efforts right here, right now are tied to an objective, which is, to build credibility and give my profile the visibility it deserves. When your communications efforts are carefully made to accomplish a business outcome which maybe to build brand reputation, increase employer branding score, establishment as a thought leader etc, it is called as Strategic Communications. Hope it was simple enough to understand 🙏🏽

In my experience in a pharmaceutical company, we implemented a communication strategy focused on improving the work environment and engagement indicators. Through internal campaigns, team-building events and effective communication channels, we strengthened the sense of community and belonging. As a result, the company experienced a significant increase in employee satisfaction, reflected in internal surveys that showed a 20% increase in "Best Place to Work" indicators. Additionally, we observed a notable reduction in absenteeism rates, suggesting greater engagement and well-being in the workplace.

One of the most important skills for strategic communications is a mindset of "failing fast and moving on." Every storyteller sometimes misses the mark—the sign of a successful communicator is how how willing they are to engage with their audience, examine why their message didn't resonate, adjust, and create a more compelling one. Ego and stubbornness ruin more campaigns than mistakes and disasters.

Strategic communicators should ideally be able to act as storytellers, analysts, and relationship builders with the ability to weave compelling narratives that resonate with various audiences, using data/insights to craft targeted messages. But beyond the technical skills, they should excel in their ability to connect. I believe empathy allows us to step into others' shoes, understanding their needs and perspectives. This, along with cultural awareness, further enables us to bridge divides and ensure messages land effectively across different backgrounds. This blend of strategic thinking, clear communication, and genuine connect makes us invaluable assets in today's complex world and in particular PR agency work as I have experienced.

In my experience, the lifelong learning mindset is a must for a strategic communication professional. The communication context is changing so fast, with new tools, new concepts, new audience coming into stage continuously. To be agile, you need to be able to learn, unlearn and re-learn during your lifetime. I know that for some, it can sound intimidating or scary, but if taken positively, continuous learning helps you grow confidence, boost your self-esteem and become as resilient and adaptable as you can: the sky is the limit.

La empatía es una habilidad clave para la comunicación estratégica, ya que permite establecer conexiones genuinas y construir confianza con el público objetivo. La capacidad de comprender y conectar con el público objetivo es esencial para transmitir mensajes efectivos y construir relaciones sólidas. La empatía permite identificar las necesidades, deseos y preocupaciones de la audiencia, lo que facilita la creación de estrategias de comunicación que resuenen emocionalmente y generen un impacto positivo. Además, la empatía también implica escuchar activamente y ponerse en el lugar del otro, lo que ayuda a anticipar posibles reacciones y ajustar la comunicación en consecuencia.

The goal of strategic communications is not "more sales" or higher engagement, etc. The goal is something you want your audiences to FEEL. More sales, higher engagement, and all those "goals" come from the emotion your messages trigger. Maybe they feel relief that you can solve their problem, enthusiasm because your values are aligned and together you can achieve desired outcomes, connection with others who think what they think or want what they want, pride in accomplishments, or inspiration to be bold and blaze a trail. Defining what you want your audiences to feel is vital to the process. "More sales" does not define messaging. We communicators understand this, but leaders need to see it as part of the strategy and the work we do.

Strategic communication is a planned approach of sharing information to achieve specific goals. It involves carefully choosing how, when, and what you communicate to make sure your message is clear and effective. It's like having a well-thought-out plan for talking to people, whether it's to inform, persuade, or connect with them. Strategic communication considers the audience, the message content, and the best ways to deliver that message to reach desired outcomes. It's about being intentional and smart in how you communicate to achieve success in various situations, whether in business, politics, or everyday interactions.

In simple terms, strategic communications is about crafting and delivering messages purposefully. It involves carefully planning what to say, how to say it, and to whom, with the overarching goal of achieving specific objectives. Whether in marketing, public relations, or organizational communication, it's the art of aligning messages with broader goals, ensuring that every communication piece serves a strategic purpose. It's not just about talking; it's about communicating with intent and impact to shape perceptions, build relationships, and drive desired outcomes.

Sometimes we lose sight of one of the key components of strategic communications which is using the right tone. We end up communicating differently than what we had planned The communication mediums are equally important. We often speak clearly but aren't able to write with the same clarity. Writing as if people can hear your voice is essential. It helps to write and speak in the same tone that forms in your mind once your goals are clear.