Why does strategic communications matter?

Sola Abulu defines strategic communications as “the purposeful use of communication or messaging by a business, brand or organization to achieve its objectives in measurable terms.” The term is not just a buzzword but a theory and practice of communications that relies heavily on the business or organizational strategy. We can describe a communications effort as strategic only if it helps to achieve the overall brand strategy.

Communications is a useful tool in our day-to-day activities as individuals and as professionals in the corporate world. Therefore individuals, brands, businesses, organizations and even the society needs to be strategic with communication for several reasons. This article will focus on why strategic communications matter to us as individuals, businesses, organizations, institutions and the society at large. This webinar is a useful resource that gives insight to more on strategic communications.

Five big companies. Five big problems. One of these companies is a high-tech manufacturer, two of them are in the energy sector, and two of them are in the consumer transport business. Otherwise, they have almost nothing in common. The problems that each company has faced vary widely, too.
Or so it might seem. In fact, each of these cases of organizational failure involves — right at the crux of the matter — a grievous lapse in communication.

The challenge of communications applies to global institutions also. According to Harvard Business Review as quoted above, “the silent killer of big companies is ineffective communications.”

The importance of strategic communications at different levels

• Individual level

As individuals, the ability to communicate can come naturally to some people. However, it is not enough to be born with the ability to communicate alone because it is not only an art but a science. This means that communications still needs to be learnt. When an individual is strategic with his or her communications effort (whether speaking or writing), it helps the message to convey the intent, meaning and purpose clearly. Strategic communications on a personal note influences, advocates, builds relationships and wins support. However, there has to be an awareness of the art and science of communications before one can build the skill to become strategic with messaging.

• Brands

A brand is the essence of a business, organization or institution. So, when a brand is strategic in communications, it enhances customer experience. End-users of your services can have better interactions and positive feedback with your service when communications is purposeful and intentional. Also, communications often goes beyond just what is said but extends to what is done. Therefore, how a brand delivers its products and services to its users contributes to its communications effort and enhances loyalty.

• Business

The effect of strategic communications is visible in business operations too. When messaging is clear, it contributes to team efficiency. Everyone involved in running the business aligns with the business’ vision and works to achieve it. It also increases the morale and productivity of the team. Poor communications occurs when a messaging sparks several controversies instead of achieving a desired objective.

• Organization

Strategic communications is important in every organization to support the timely and seamless flow of internal information and understanding. An efficient organization has developed a system that allows information to travel to everyone who needs it at the time and for the reason that it is needed.

• Society

In the society, when the leaders are clear on what the goals are per time, especially with regards to decision making, this builds the public’s trust in their leadership and prevents violent reactions that can occur in an instance where decisions are made and the public lacks understanding in the message that explains the reason for such decisions

Enrolment is now open for our Strategic Communications Live Zoom course happening on February 27, 2025. Please register here and enrolment details will be emailed to you. This course is also accessible 24/7 to learners from around the world as Play On-Demand and pre-recorded course content for 6 weeks. Jump on this offer and gain a CPDSO-accredited certificate upon completion

Click here to check out other online courses
Download our 2025 Training brochure here

………………………

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

Chat with us for more information on our courses.