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Sun Tzu would have made very successful communication professional, but the war ground held more allure for him. He famously said that tactics without strategy are the noise before the defeat. A statement that every communications expert knows to be an unfailing truth. They are the ultimate kingmakers when it comes to executing an effective campaign in the market. The shift in focus from tactical to strategic is a direct product of the intense competition and the excessive information that is available in the market. To a great extent, a strategy is based on quantitative facts while strategic communications take that as a foundation to build a path that leads to qualitative results.

Communications and PR

The PR industry is moving away from its traditional medium and evolving into a multi-faceted discipline in the digital age. As its mediums change, strategic communications become essential to not only overcome the challenges the change brings but also to optimize usage of the new media. The digital age has leveled the power that a brand can exude with the internet providing an equal playing field. Strategy gives both young and established brands an opportunity to create a distinct niche in the market. It has become a PR consultant’s strongest ally in creating a communication campaign that captures, engages and retains the intended audience.

Limited resources, unlimited competition

We live in an information-intensive market where the audience is drowning in content and a brand’s vital function is to stand out. Having said that, their resources are not enough to combat the challenge. Thus, strategic communication assumes even greater importance as you opt for a more surgical approach rather than a blanket approach. By clearly defining your target, message, and audience, you stand a better chance at actualizing them. With the global market providing intense competition at every scale, it is essential that you define what each of the three parameters means to you and your brand before tactics come into place.

Your consumers are not the only recipient

A robust communication strategy is not merely intended for your consumers and external stakeholders but is also for your employees and investors. As they say, one must sort the house in order first and the services industry is a perfect example of its vitality in the communication process. The services marketing triangle specifies internal marketing as a core function at par

with external and interactive marketing. A strategic internal communication approach helps the firm align the organization firmly with its core values.

Top-down but bottom heavy

Building a communication strategy is the mainstay of the top management that must define its vision for the firm into concrete targets. The same help other levels converge their ideas and plans according to the set targets. A communication strategy, thus, becomes a unifying force that keeps the firm on track with its messaging and audience. It is also the foundation that allows the firm to innovate and be creative with its solutions as they have a clear idea of what they are working towards.

Feedback for a strong strategy

A good communication strategy is also a flexible strategy that is capable of absorbing and adapting to the changes as well as feedback. It is foolhardy to think that strategic communication is above fault and ideal. Like any other plan, it needs constant evaluation in terms of constructive criticism and introspection. Whether it is reviewing your internal communications or gaining feedback from your audience, the simple act allows you to rectify mistakes before they have had an impact. Employing strategy in communication is an effective way to counteract changes while staying firmly on track. Simply put, it provides a framework that allows you to work within the parameters as you acclimatize to the revision in the environment. Strategic communications also translate into cost-effective models that are particularly useful today with tighter budgets and much ground to cover. A communication strategy helps you start a conversation about your brand but strategic communication helps you shape the conversation. The latter is a product of clear goals that can range from sales to information and sometimes, even damage control. It promotes the integration of the firm’s policies and gives it a direction that yields favorable results in the long term.


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