The Secret Behind Successful Organisations - Strategic Communication

"Hello! How are you today?"

Now you must be wondering why I am asking this in a blog!

That's how we start effective communication by being considerate and delivering a polite message at the right time.

"No matter how logical your strategy is, to make it effective, you need strategic communication." 

For companies to be successful, an effective communication strategy is imperative. I feel every workplace necessitates periodic communication across various functions, and it needs to be a consistent effort. This will only enable businesses to communicate effectively with outside entities as well, like customers, suppliers and their target audiences on social media. A strategic communication plan in the company lays out how to manage the various forms of communication dispersed by an organisation; comprehending the benefits and objectives of a communication strategy can help design a roadmap to growth.

"The two words' information' and 'communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through." – Sydney J. Harris.

What does strategic communication imply?

I personally feel that the term 'strategy' correlates to organisations' long-term visions, goals, and plans. That's where the relationship between strategy and tactics becomes quintessential to decipher. Being in the industry for almost 15 years, there is this one thing that I have always believed in is that strategic communication is based on the notion of conveying the RIGHT message through the RIGHT channels of communication to the RIGHT audience. Moreover, it is what can be measured and evaluated in the context of specific communication goals that we set for the organisation. In simpler terms, if I may have to say, strategic communications can be comprehended as the best practices for communicating strategic plans, policies, linked objectives, and key performance indicators.

The need for strategic communication

The above exemplification demonstrates the necessity for strategic communication within organisations. For any strategic plan that an organisation deliberates on, the objectives of change management and new inclusions within the organisation must be communicated. This is how strategic communication complements the impact of strategic planning in an organisation. Besides, it also ensures that teams and individuals in the organisation are clear of their responsibilities and duties that are pivotal to accomplishing the set objectives for future growth.

 Summing up a few essential elements of effective strategic communication:

• Using the organisation's mission statement as the blueprint for effective communications.
• Crafting key communication messages to convey a consistent message across the organisation internally and globally.
• Bridging the communication gap between internal and external stakeholders.
• Keep messages clear and simple throughout.

"The art of communication is the language of leadership." – James Humes.

I had read this quote somewhere early in life, and in my experience, it actually creates a huge difference when applied via top-down hierarchy. It is true for an effective strategic communications program; all leaders must understand and embrace the communication strategy, rationale and core messages. Senior leaders can be essential storytellers for communicating the message with authenticity, purpose and consistency. That's why well-designed communications provide employees with the tools for a more robust and consistent expression of the organisation's brand. 

The ultimate goal is to have effective communication in the organisation to help leaders engage with employees in a conversation that generates support for the organisational strategy, motivates beneficial behaviours and, through empowerment, allows the employee to create the desired change, thereby increasing corporate value.

 "Effective communication helps to keep the team working on the right projects with the right attitude." – Alex Langer.