What is the Importance of Strategic Communications?

A common mistake made by business and political leaders is to make assumptions about their audience. They do not take the time to research to find out who they are and what they should be saying to them. Effective communications starts with good audience analysis.
~Sola Abulu

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Strategic communications is important to shape perception and drive positive engagement for a brand, business or corporate organization across various industries. It is at the heart of communications, offering benefits that enhance the longevity of a brand or entity and strengthen its reputation with stakeholders.

Professionals can improve their organization’s success and growth with an understanding of strategic communications. Many people ask the question- what is the importance of strategic communications. This article has answered and explained how strategic communications can be effectively employed.

• Strategic communications build trust and credibility: Effective strategic communication contributes to how stakeholders and the general public trust brands. In the energy industry for example, communications professionals should be able to offer clear and transparent communication on projects and policies to gain regulatory and approval and avoid public outrage. Read this blog post to learn about helpful strategic energy communications procedures as discussed by Sola Abulu during the NAPE short course in 2023.
• The concept of strategic communications drives meaningful engagement: When communication is strategic, it connects with the target audience on a deeper level and will have a better result than ineffective communication. For example, in communicating about environmental hazards to the public, the goal will be to address the concerns by making stakeholders more responsible in the use of the organization’s product. This communication effort can be ineffective if it is not strategic and simple enough for understanding or if it uses all channels that its audience can’t be reached through.
• In the case of a crisis, strategic communications ensure that the sentiments are adequately addressed with a timely and satisfactory response to cushion the negative impact and restore a positive image for the brand. Whatever the crisis may be, our strategic communications course offers insights into crisis communication strategies that can help you navigate such challenges.
• In corporate communications, building strategic communications competencies can guide the internal and external teams where there is a complex issue. It ensures that every message achieves a goal and supports the brand’s vision and mission.
• Facilitating change management: It can be employed when introducing new policies, updates or key changes that a brand is undergoing to align the public with the change process.

The concept of strategic communications is very important in today’s modern/digital world and the failure to build competence in this area is risking an organization’s growth to a reputation damage. Our robust course modules provide a solid foundation in strategic communications for aspiring corporate communications managers. Begin your journey here.

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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling African businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management

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