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How do contemporary businesses perceive Strategic Communication?

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It is true that – while observing the business reality – we often wonder how modern businesses think about Strategic Communication. This reflection led me to this article, in order to explore how modern companies use Strategic Communication to their advantage and how you can recognize its correct or incorrect use.

Strategic Communication is indeed a rapidly growing field of study and application in modern business. It is understood as the purposeful use of communications by an organization to fulfil its overall mission and improve its strategic position. In today’s world, Strategic Communication has become increasingly important for organizations due to changing social and economic conditions. It encompasses a range of activities, including Public Relations, corporate communications, corporate political campaigns, and personal or executive branding. Our purpose here is to examine the nature of Strategic Communication and why it is now of enormous importance to modern business, something that – possibly – has not been perceived by executives in its true dimensions. In addition, we will explore the targeted elements and challenges of Strategic Communication and its impact on social and economic change.

What is Strategic Communication?

I think that Strategic Communication is the deliberate use of communication by an organization to fulfill its mission and achieve its goals. This includes setting goals, determining success metrics, identifying target audiences, crafting messages, and delivering those messages through the most effective channels. By carefully planning research and crafting messages that resonate with target audiences, businesses can ensure their message is heard and understood. Furthermore, effective Strategic Communication includes sustainability, ensuring that messages last over time.

Why do companies need Strategic Communication?

The act has shown that businesses need Strategic Communications in order to maintain successful relationships with key audiences. Strategic Communications can also help organizations communicate effectively and efficiently to build and maintain a strong personal or executive brand in a rapidly changing environment. By effectively communicating their values and mission goals to key audiences, businesses are able to gain trust and build strong relationships with stakeholders.

Public Relations: the precursor to the Corporate Communications function

Without a doubt, Public Relations (PR) has been an integral part of the corporate communication function since its inception. It stems from the need for businesses to have a specific strategy for interacting with their customers, suppliers, and stakeholders. Public Relations allows companies to build relationships with these entities based on trust, loyalty, and understanding. This is done through media relations, such as writing a press release or hosting an event. By having a dedicated PR team, companies can better manage their reputation and create a positive public image. In addition, Public Relations can be used effectively to promote products or services and reach a target audience. With an effective communication strategy, businesses can ensure that their message is heard and their brand is represented in the most powerful and impressive way.

The goals of Strategic Communications

The primary goal of Strategic Communication is to influence public perception and behavior about an organization and its mission. Strategy explains why certain corporate goals are identified and enable companies to effectively communicate public policies or services. When implementing a modern and proactive communication strategy, it is important for organizations to use different channels to reach different audiences with clearly defined key messages. Therefore, Strategic Communication plays a key role in helping businesses achieve their core goals while increasing personal motivation and better employee engagement.

The elements of Strategic Communications

The so-called “elements” of Strategic Communication are the fundamental building blocks of successful communication. This information includes the “speaker” and the time of the audience message channel. By “audience”, we refer to the social group an organization seeks to reach through its communication efforts. The main point is that the content of the communication should be tailored to the target audience. By “channel”, we mean the method used to distribute a message, such as print media, digital media, or face-to-face communication. A spokesperson is a person responsible for delivering a message, representing a key element of successful communication. Finally, “time” refers to when messages were posted and how long they were active in public discourse. When deployed strategically, these elements can help an organization achieve its goals.

Challenges of Strategic Communication

One of the main challenges of Strategic Communications – one might say – is ensuring that the intended message is communicated effectively. Depending on the target audience and communication channel, businesses should carefully consider the tone and content of their messages. Achieving this goal requires an in-depth knowledge of the target audience and their needs, as well as an understanding of the cultural differences that affect how information is interpreted. Additionally, in a rapidly changing business environment, organizations must be able to quickly adapt their strategies and information to keep up with the constant changes in market trends and customer needs. That’s why they need to be able to measure and evaluate the success of their communication campaigns in order to make adjustments as needed. Finally, Strategic Communication requires organizations to understand their public image and ensure that they do not engage in controversial or unethical practices.

The impact of Strategic Communication on social and economic change

People familiar with the area would agree that Strategic Communication can play a key role in social and economic change. Businesses are increasingly recognizing the importance of using communication to create change and put economic, political, and social issues on their agenda. After all, this led to the creation of the concept of Corporate Social Responsibility (CSR) and to emerge as a main topic of discussion in the management of Strategic Communications. The opinion is often divided on whether companies should focus their communication efforts on CSR or business communications, but – in any case – it is clear that communications play a key role in achieving significant progress in the social and economic sectors. Strategic Communications can also be used to help stakeholders shape the public perception of their image and – consequently – influence the decision-making process.

Strategic Communications and personal or executive branding

Finally, we could not omit that Strategic Communication is critical to personal or executive branding. The public wants to know the purpose and values of a business without having to guess, and the purpose of Strategic Communication is to connect these goals with its core values. This will increase personal motivation and better employee engagement and dramatically boost overall brand recognition. Additionally, modern communication methods such as Electronic Data Interchange (EDI) can help improve communication efficiency and effectiveness. These methods are often used in conjunction with other forms of corporate communication. Examples include marketing and organizational communications management, which are integral to a successful external communications plan.

From the above, we can easily conclude that modern companies recognize the importance of Strategic Communication as a particularly useful tool for achieving their goals, even if they often do not use it properly. It is therefore obvious that companies must be proactive in the proper development and appropriate implementation of effective communication strategies to ensure their success.


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.