The initial discussion on strategic communication began from political circles and later gained entry into corporate conversations. In those days it was regarded a fad driven by PR professionals, but that changed. Today the value of strategic communications can longer be ignored.

Globally, communications continue to evolve and become complex – what with technological inventions supporting advanced communication approaches and the rapid rise of new media which has gained mainstream acceptance.

But this rapidly changing technological environment largely dominated by Internet affirms the place of strategic communication.

Definition

There are many varying definitions of strategic communication. A generally accepted definition describes strategic communications as a ‘set of coordinated actions, messages, images and other forms of signalling or engagement intended to inform, influence, or persuade selected audiences to support national objectives.’ (Paul 2010).

Organizations which do not pursue strategic communications, find themselves firing off press releases, desperately chasing sound bites and photo opportunities to court publicity for publicity’s sake. These is ‘unstrategic communications’ and has proven not to deliver desired results.

How to make it work

Every organizations wants their communications to work – to deliver desired results and meet their objectives. The following are ways you can make it work for you;

1. Plan Carefully

Develop strategic communications plans in parallel with the broader organisational strategy. Form your communication strategy around key agendas such as: overarching aim, key objectives, vision, key message, target audience, positioning, resources, and monitoring and evaluation. Organize all your objectives to tie into the overarching aim and remember to identify specific and measurable milestones over a set period of time.

2. Engage your audience(s)

Get to know your audiences and the target individuals. Conduct research using methodologies like ‘stakeholder analysis and mapping’ in order to understand their needs and to customize communications that best suit and addresses their needs.

It’s equally important to build an effective feedback system for them to relay their views, thoughts, and ideas. Communication is a two way process where the participation of the recepient is critical to render the process effective.

3. Be timely and responsive

Your key message risk being diluted or watered down because of other competing messages. Monitor response or reaction to your communication and be quick to respond in order to alleviate misinterpretations. Time your communication to coincide with key events that present the opportunity to deliver your message effectively while at the same time giving it impetus to achieve a broader reach and impact.

4. Work with strategic partners

The good old face-to-face communication cannot be entirely replaced with media platforms. It can play a big role in building alliances with other parties who can support your communication goals. Get key influencers on board to endorse your messages and give more credibility to your work and cause. Quote them in your communications materials where relevant.

Most importantly, reflect and learn. Keenly monitor and evaluate the performance of your communication. That way, you will be able to learn from your success and mistakes and go on to design better strategies.