Why Is Strategic Communication Important?

October 21, 2021


Strategic communication is important to the success of any communication campaign. Knowing how to use data and insights to inform media strategies will give you a competitive advantage. Strategic communication can help you reach the following goals.

Define Core Values and Audience

Learning the skills necessary for strategic communication sets you up for success when crafting influential messaging. It all starts with defining your company's purpose and core values. Before you dive into any communications or campaign, you want to make sure you are building on the purpose of your brand. Core values tend to remain constant despite big organizational changes, so defining what these values are and planning your communications strategy with that as the basis, ensures this key factor remains constant no matter the media you use.

You will also want to recognize your key audience. You cannot please everyone, but having a purpose that is clearly defined and that resonates with key stakeholders will get you further than a strategy that lacks commitment. Strategic communication is important for making sure your audience, both internally and externally, knows what your organization's core values are.

Learn What People Will Find Useful

If you can give your audience what they want, before they know they want it, you can leverage a competitive advantage. Use data to gain genuine insights into your consumers or audience, thinking about where they are in their lives and what they could find useful. Then, make it easy for them to discover these tools through communications that strategically draw on your audience's needs. You can leverage strategic communication to build confidence and a bond with your brand in this way.

Drive People's Actions From a Campaign

Planning your communications strategy should include identifying the key things you want your audience to do once they encounter a given communications campaign. You need to know what you want the resulting behavioral response to be before you launch any campaign. The desired response can be anything from completing an action, such as making a purchase, to feeling a specific emotion toward your brand. Whatever it is, it should be clear to all stakeholders from the start. Then, you can leverage audience insights and data to help drive the response you want to get.

Asking what you want to get out of a campaign should always come before putting the strategy and plan in place. At the same time, you will want to continuously measure effectiveness throughout the course of the campaign. That way, you can recognize if something is not driving the desired behavioral response and make changes to your strategy accordingly. Strategic communication thus helps you get the desired results from your campaigns.

Strategic communication enables you to talk to your audience successfully by leveraging what your audience values. You already believe in the value of your business or brand. However, this knowledge alone does not necessarily engage your audience. Using data and key insights to craft a communication plan that strategically incorporates your stakeholders needs and emotions will make your brand stand out.



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