Your business is growing. Revenue has increased in the last couple of years. You have probably brought on more people too – employees, partners, or vendors. Things have changed, and you need to communicate differently than you did a year ago.
In today's fast-paced and highly competitive business landscape, effective communication helps propel companies to the next level of performance. While various factors contribute to organizational growth, a strategic communicator can be the catalyst that bridges the gap between where you are today and where you need to go.
What is a strategic communicator? A strategic communicator specializes in developing integrated communication strategies that support and advance an organization's goals, objectives, and overall strategic direction. They help shape and manage how an organization communicates with internal and external stakeholders. They work across the entire organization to ensure that all communication efforts are integrated and aligned with strategic objectives.
How do they do that? A strategic communicator is a partner and counselor to the C-suite who understands the intricacies of the business and applies communication expertise to uplevel the organization’s capabilities, support growth and help transform the business.
Here are some strategies that showcase their expertise:
Build a Compelling Narrative: An organization needs a compelling narrative that communicates a clear and inspiring vision and story that instills a sense of purpose and resonates with stakeholders, including employees, customers, investors, and partners. It is not a mission and values statement. It is a complete story that brings all key aspects of the organization together to serve as a foundation for growth, fostering trust, loyalty, and engagement among stakeholders.
Develop a Strategic Communication Plan: Organizations are multi-faceted, and their growth and reputation are linked to many factors – sales, manufacturing, human resources, financial performance, and governance, among others. Strategic communicators understand how all of these elements work together as part of the narrative, and they develop a comprehensive plan to help the company communicate its story to all stakeholders. They assess the market environment, analyze the target audience, identify key messages, and choose appropriate channels to engage stakeholders effectively. By leveraging a mix of internal and external communication strategies, they amplify the company's brand, reputation, and market presence.
Cultivate Relationships and Collaborations: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their public. By establishing strong connections with key influencers, industry experts, and strategic partners, communicators unlock opportunities for growth through partnerships, alliances, and joint ventures. This enhances the company's credibility, expands its network, and facilitates access to new markets, technologies, and resources.
Manage Organizational Change and Crisis: In times of crisis or organizational change, a strategic communicator proves indispensable. They navigate complex situations, anticipate reputational risks, and provide transparent and timely communication to stakeholders. They protect the company's image and minimize disruption. Furthermore, strategic communicators help employees understand and embrace change, ensuring a smooth transition and fostering a resilient corporate culture.
Measure and Analyze Impact: Strategic communicators embrace data and analytics. They use a variety of data, from all communications activities, to gain valuable insights that help them refine strategies, optimize communication channels, and drive continuous improvement.
The value of having a strategic communicator on the team cannot be underestimated in helping drive the success of an organization. By leveraging their expertise, organizations can effectively communicate their vision, build strong stakeholder relationships, navigate challenges, and drive growth. It is an investment in the future success and sustainability of the organization.