Strategic Communication

Meaning
Strategic communication refers to policy-making
and guidance for consistent information activity
within an organization and between
organizations.
Equivalent business management terms are:
integrated (marketing) communication,
organizational communication, corporate
communication, institutional communication,
etc.
Strategic Communication is communication
aligned with the company's overall strategy, to
enhance its strategic positioning
Strategic communication management
could be defined as the systematic
planning and realization of information
flow, communication, media development
and image care in a long-term horizon.
It conveys deliberate message(s) through
the most suitable media to the designated
audience(s) at the appropriate time to
contribute to and achieve the desired long-
term effect. Communication management
is process creation.
It has to bring three factors into balance:
the message(s), the media channel(s) and
Strategic communication provides a
conceptual umbrella that enables
organizations to integrate their disparate
messaging efforts. It allows them to create
and distribute communications that, while
different in style and purpose, have an
inner coherence.
Features of Strategic
Communication
Communication is strategic when it is
completely consistent with the organisation
mission, vision, values and when it is able to
enhance the strategic positioning and
competitiveness between their competitors.
Strategic communication should follow ‘The
nature of organisational communication in
general, and strategic communication in
particular, is defined as the purposeful use
of communication by an organisation to
fulfill its mission’.
Strategic Communications Framework should be laid out
to aim the objectives of communicating to the
audience/organisation. The deliberate application of the
specific content will help achieve the business goal
clearly.
While communication is something that does happen in
the organisation, businesses that take steps to
implement sound strategies impacting the effectiveness
of their business communications can achieve
measurable results.
Technological advancement have been a huge factor in
business meaning that information can be
communicated through many diverse channels and
media like the internet and through ads.
Having changes in communication will help
communication goals, organisation, and communication
channels. This will have an effect of measuring the
effectiveness of the communication tactics used in a
business for their audience. To start a business no matter
how small it is, communication strategy should be a goal
to start with and it will indicate the future of the
business. A business that communicate with their
employees about benefit options will have increased
level of trust between them.
This consistency can, in some instances, foster an echo
chamber that reinforces the organizational message and
brand. At minimum, it prevents contradictory, confusing
messaging to different groups across all media platforms.