Strategic Communication

Strategic Communication

Strategic Communication Jonathan Poland

Strategic communication is the deliberate planning, dissemination, and use of information to influence attitudes, beliefs, and behaviors. It is a crucial aspect of successful organizations, as it helps to align the actions and messages of the organization with its goals and values.

There are three main types of strategic communication: internal communication, external communication, and online/digital communication.

Internal communication refers to the communication within an organization, including communication between departments and between management and employees. Effective internal communication is important for building trust and ensuring that all members of the organization are informed and aligned with the company’s goals and objectives.

External communication refers to the communication between an organization and its external stakeholders, such as customers, investors, and the media. Effective external communication helps to build and maintain relationships with these stakeholders and manage their expectations.

Online/digital communication refers to the use of digital platforms and channels, such as social media and websites, to communicate with stakeholders. In the digital age, it is important for organizations to have a strong online presence and to effectively use digital channels for communication.

To plan and implement effective strategic communication, organizations should follow a process that includes identifying communication goals and objectives, conducting audience analysis, developing messages, choosing appropriate channels of communication, and evaluating and providing feedback.

There are several challenges that organizations may face in strategic communication, such as managing crisis communication, dealing with conflicting messages, maintaining consistency in messaging, and managing internal and external stakeholder expectations.

To overcome these challenges and effectively communicate with stakeholders, organizations should follow best practices such as developing a clear and consistent brand message, being transparent and authentic in communication, engaging with stakeholders and building relationships, using a variety of communication channels and platforms, and continuously evaluating and adjusting communication strategies.

In conclusion, strategic communication is an essential aspect of successful organizations, as it helps to align the actions and messages of the organization with its goals and values. Effective strategic communication requires careful planning and consideration of various factors, including the audience, message, and channels of communication. While there can be challenges in strategic communication, following best practices such as being transparent and consistent, engaging with stakeholders, and using a variety of communication channels can help to overcome these challenges.

The following are illustrative examples.

Candor

Being open, honest and forthcoming with your stakeholders as a matter of principle. For example, a solar panel manufacturer that communicates a quality problem to customers, investors and regulators in a straightforward manner. This can earn a firm respect and trust.

Strategic Silence

Strategic communication can include efforts to keep secrets from external stakeholders. For example, customers may delay purchases if they know a vastly improved version of a product is soon to be released. As such, a firm may have incentives to keep product releases secret until shortly before launch.

Defensive Publication

Defensive publication is the practice of releasing public details of things you don’t want your competition to patent. For example, a firm that develops a new speaker design may release details that serve as prior art that prevent competitors from patenting the idea.

Propaganda

Propaganda is manipulative use of communication to influence. For example, a firm that spreads disinformation to undermine public support for environmental regulations.

Fear, Uncertainty and Doubt (FUD)

Communication that aims to create fear, uncertainty and doubt about the competition. This strategy was historically used by large IT firms whereby salespeople would imply that customers who choose products from smaller competitors often end up getting fired for this decision. This was so common that it became a truism in the phrase “Nobody ever got fired for choosing (fill in large firm name)”

Embrace, Extend & Extinguish

Embrace, extend and extinguish is the dubious strategy of embracing a smaller competitor or open standard only to lead them to ruin in the long term. For example, a large IT company that voices support for an open source technology but then help to lead the project in ways that cause it to fail.

Striking Fear Into the Hearts of the Competition

Striking fear into the hearts of the competition is the practice of communicating strategies that are intended to draw a competitive response. For example, a firm that announces a future product capability that would change everything in an industry. This may cause the competition to waste resources chasing this capability when it may not be feasible. This can be interpreted as illegal in some situations — particularly if you mislead investors by implying that you will do something wonderful in future when you have no serious intention to do so.

Self-Fulfilling Prophecy

An effort to change things by communicating a vision such that it becomes more likely to become reality. For example, an early pioneer of electric vehicles who communicates a vision that sparks other firms to invest in the technology creating momentum for a technology that requires massive infrastructure changes to be successful.

Engagement

Seeking to engage stakeholders such as lead users. For example, a technology firm that pitches its platform at developer’s conferences to increase adoption.

Brand Image

Promoting a brand image. For example, a CEO who communicates wild ideas about the future to promote the image of a firm as being innovative.

Brand Recognition

Communication that is simply intended to create recognition of your brand name and symbols in the minds of your target audience. This is based on the tendency for customers to simply buy what they recognize.

Public Relations

Public relations is the process of communicating to stakeholders such as investors, employees, partners, communities and regulators. For example, a firm that seeks to create positive investor sentiment by communicating efficiency improvements.

Change Management

Internal communications design to build momentum for change.

Learn More
Objection Handling Jonathan Poland

Objection Handling

Objection handling is the practice of addressing and overcoming concerns or hesitations that customers may have about making a purchase.…

Switching Barriers Jonathan Poland

Switching Barriers

Switching barriers are factors that make it difficult or inconvenient for customers to switch from one product or service to…

Employability Jonathan Poland

Employability

Employability refers to the value that an employee brings to an employer. It is the collection of attributes, skills, and…

Human Behavior Jonathan Poland

Human Behavior

Behavior is a pattern of actions or reactions that varies depending on factors such as context and mood. It is…

What is a Market? Jonathan Poland

What is a Market?

A market is a place or platform where buyers and sellers come together to exchange goods and services. Markets can…

Legal Risk Jonathan Poland

Legal Risk

Legal risk is the risk of financial loss or other negative consequences that may arise from legal action or non-compliance…

Team Management Jonathan Poland

Team Management

Team management involves directing and controlling an organizational unit. Some common team management functions include setting goals and objectives, assigning…

Critical Mass Jonathan Poland

Critical Mass

In economics, critical mass refers to the minimum size a company needs to be in order to effectively compete in…

Business Impact Risk Jonathan Poland

Business Impact Risk

Business impact risk refers to the potential negative consequences that a business may face as a result of certain events…

Latest Thinking

Qualified Small Business Stock (QSBS) Jonathan Poland

Qualified Small Business Stock (QSBS)

Qualified Small Business Stock (QSBS) refers to a special classification of stock in the United States that offers significant tax…

Barrick Gold Jonathan Poland

Barrick Gold

Barrick Gold Corporation (NYSE: GOLD) is a significant player in the global economy, particularly within the gold mining industry. Its…

Newmont Corporation Jonathan Poland

Newmont Corporation

Newmont Corporation (NYSE: NEM), being the world’s largest gold mining corporation, with extensive operations in mining and production of not…

Gold is Money Jonathan Poland

Gold is Money

Overview The history of gold as money spans thousands of years and has played a pivotal role in the economic…

What is Leadership? Jonathan Poland

What is Leadership?

In the modern business world, where rapid changes, technological advancements, and global challenges are the norm, effective leadership is more…

Product Durability Jonathan Poland

Product Durability

A durable product, often referred to as a durable good, is a product that does not quickly wear out or,…

Durable Competitive Advantage Jonathan Poland

Durable Competitive Advantage

The most important aspect of durability is market fit. Unique super simple products or services that does change much if…

Praxeology Jonathan Poland

Praxeology

Praxeology is the study of human action, particularly as it pertains to decision-making and the pursuit of goals. The term…

Business Models Jonathan Poland

Business Models

Business models define how a company creates, delivers, and captures value. There are numerous business models, each tailored to specific…