Executive Insider

Strategic Communication and Public Image

Fotis Pantopoulos

Strategic Communication is the management of organizational communication to achieve specific objectives. It includes the development and implementation of plans, programs, and activities to influence or change attitudes beliefs, or behaviors of target audiences.

In short, Strategic Communication is about getting your message across to others to achieve your desired outcome. There are many different ways to communicate strategically. Some common methods are the following: 

  • Developing a clear and consistent message. 
  • Identifying target audiences. 
  • Developing communication plans. 
  • Creating, managing, and monitoring communication programs and activities.
  • Assessing results and making changes when required.

Strategic Communication is a process that can be used in any type of organization, whether for-profit, non-profit or government. It is an important tool for managers and leaders who want to ensure that their communication is effective and achieves the desired results. While Strategic Communication is often used to influence or change attitudes and behaviors, it can also be used to increase understanding or create awareness about an issue simply. It is a flexible tool that can be adapted to any situation or goal. The following are some common objectives that can be achieved through Strategic Communication: 

  • Influence or change attitudes and beliefs. 
  • Increase understanding or create awareness. 
  • Build relationships or strengthen foundations. 
  • Encourage or motivate specific behaviors. 
  • Educate or inform.

An important part of Strategic Communication is managing the public image of a business. The public image is the way the public sees and perceives a business. It can be positive or negative and is influenced by many factors including what the business does, how it communicates, and what others say about it. A business’ public image is important because it can impact the way customers and other stakeholders view the company. A positive public image can increase trust and confidence in a business, while a negative public image can damage its reputation. There are many ways to manage a public image including through advertising, public relations, and social media. It is important to carefully consider all communications to ensure they are consistent with the desired public image.

It is therefore obvious that Strategic Communication is the process by which organizations manage and control their public image. It encompasses all forms of communication that an organization uses to shape and influence public opinion including advertising, media relations, crisis management, and internal communication. By carefully crafting and managing their message businesses can control how they are perceived by the public. The goal of strategic communication is to build and maintain a positive reputation. In order to do this, organizations must first understand what the public thinks of them. They then need to develop a clear and consistent message that is in line with their goals and values. This message must be communicated across all channels including traditional and new media. Organizations must also be prepared to respond to negative publicity. They need to have a plan in place for how to handle crisis situations. This plan should include a clear and concise message that is consistent with the organization’s goals and values. The message should be delivered in a timely manner through the most appropriate channels. Strategic Communication, therefore, is the most important tool that companies can use in order to improve their public image. By carefully crafting and managing their message, they can control how they are perceived by the public. This can help them build and maintain a positive reputation.

A company’s public image is important because it can have a significant impact on its bottom line. Positive publicity can generate new customers and help to retain existing ones, while negative publicity can drive customers away. Therefore, it is essential for businesses to carefully consider how they want to be perceived by the public and to take steps to ensure that their message is communicated effectively. There are a number of ways to improve a company’s public image. One is to make sure that all of the company’s communications are consistent and reflect the desired image. This includes everything from the way the company’s website looks to the way its employees dress and interact with customers. Another way to improve a company’s public image is to get involved in charitable and community initiatives. This can show the public that the company cares about more than just making money and can help to build goodwill. Finally, companies should make sure that they are responsive to any negative publicity. This means addressing any complaints quickly and effectively and taking steps to prevent them from happening again in the future.

In summary, it is important to emphasize that Strategic Communication is the management function responsible for helping an organization create and maintain a favorable public image. The purpose of Strategic Communication is to influence the way stakeholders think feel and behave toward an organization and its products or services. Organizations use strategic communication to achieve a variety of objectives, such as building relationships with stakeholders, influencing public opinion, shaping perceptions, and managing crises. Strategic Communication involves the planning and execution of activities designed to achieve specific objectives. It is a process that integrates all of an organization’s communications from internal messaging to external marketing and public relations. This means a variety of methods, including advertising, public relations, marketing communications, employee communications, investor relations, government affairs, and community relations. A well-executed Strategic Communication plan will align with an organization’s business goals and objectives to help achieve desired outcomes.


Written by Fotis Pantopoulos.
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Fotis Pantopoulos
Fotis Pantopoulos is a Teacher, Communications Specialist, Strategic Communication & Organizational Behavior Researcher, and Business Communication & Public Relations Consultant. He is the creator of the projects My name is Teacher in Greece, Innovatebiz in the Netherlands, and Co-Owner at INVESTIMA LLC in the USA, where he is active in fields related to Communication. For any questions or comments, you can contact him at fpantopoulos@investima.us, follow him on Facebook or connect on LinkedIn.


Fotis Pantopoulos is an opinion columnist for the CEOWORLD magazine. Connect with him through Facebook and LinkedIn.