Why Strategic Communication is Important for the Workplace and Ministry:

Strategic Communication is an umbrella term covering three specific areas of study

which all create and strenthen shared meaning with stakeholders. These large areas of study are
advertisement, public relations, and corporate communication. Chewing Brinkhert defines
strategic communication as “The purposeful use of communication to fulfill a mission.”1
Whether in the workplace or in ministry, utilizing the three primary branches that full under
strategic communication are imperative for organizations to advance and achieve their mission
successfully. Successful strategic communication looks different within each smaller branch,
however the three ebb and flow together and must be intertwined to be successful.
Advertisement is important because it informs, persuades, creates identity, and reinforces
the identity of one’s brand. Advertisements reinforce how the consumer views and evaluates a
brand’s promise. Whether in the workplace or ministry, advertisements captivate one’s target
market and inform them of the desire they have that your company can satisfy. Advertisements
also target post purchase evaluations, where the advertisement reminds customers of the product
and reinforces customer loyalty. In order to have advertisements fulfill their mission for the
workplace or ministry organization as a whole, they must be executed and communicated in a
strategic matter. If not, they will be a waste of the company’s time and resources.
Public Relations is important because it deals with consumer’s perspective of a company
and the company’s motives and ultimate mission. Edward L. Bernays, considered the father of
P.R., said that companies can engineer how people feel about their company because P.R. deals
with realities and persuasion. Public Relations is important for companies to strategically engage
in because it builds relationships that are “mutually beneficial” for the company and the public.2
Strategy is involved because of the need to set goals that follow the R.O.P.E model (research,
objectives, plan, evaluate). This focus of strategic communication goes beyond simply
advertising to the consumer, it deals with creating a positive brand image due to strategic
engagement with the public as a whole.
Corporate Communication deals with using specific processes in order to achieve
positive stakeholder relationships and achieve organizational goals. Correctly implementing
advertisements, public relations, and corporate communication ensures that the workplace or
ministry are effectively implementing changes that will further their mission and goals.
Within the marketplace and ministry, there must be a direction. By implementing
strategic communication concepts as whole, and mastering the three largest branches within strat
com, organizations can attract their target market, strengthen positive relations with their publics,
and enhance stakeholder relationships…all of these areas will ensure that the organization will
achieve their objectives. Strategic communication provides tools to strengthen necessary
relationships in order to keep the company running and advancing in the right direction.

1
Brinkert, Chewning. “Making sense of Strategic Communication,” (Sandiego: Cognita, 2012).
2
Smith, Ron. “Public Relations: The Basics,” (London & New York: Routledge, 2014).