What is Strategic Communications in today’s world?
Definition of Strategic Communications
The textbook definition of Strategic Communications is that it is the purposeful use of communication by an organization to fulfill its mission (Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244)
This iconic definition of Strategic Communications by Hallahan et al in a 2007 article, has been viewed tens of thousands of times and has contributed significantly to the modern day practise of strategic communications.
The word, “organization” is used in its broadest sense and implies applicability to any organization i.e. private or public sector, NGO, community, media, political, development, humanitarian, governance or faith-based.The concepts and principles of strategic communication apply to any organization or body that has an organized leadership, a purpose, mission, objectives, tasks and goals that it seeks to achieve within its community or in the wider world or with selected external segments.
The concept of strategic communications rests on some basic premises.
- For communication to be effective on an organizational level, it must be purposeful and intentional
- Communications achieves its set objectives when it is planned, structured, targeted and based on a knowledge of the audience and what is required to persuade or move them in the required direction.
- Communications does not operate in a vacuum. It must have a foundation, a structure, pillars, a bridge, an anchor and guardrails ..
In other words, communications works best when:
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- People can derive meaning from it and tie it to something already known or familiar.
- Messages are passed in language that is accessible and conjures the right images that enable the receiver to mentally and emotionally interact with the ideas being communicated and move towards adopting or owning those ideas.
- The communicators understand where the audience is mentally and provide messaging that is able to reach them and progressively move them closely to where they need them to be.
- Boundaries are understood are risk areas are well defined- otherwise there is a high-risk of offending or antagonizing the audience or sabotaging your immediate and long term interests.
Why Strategic Communications?
The internet is the main reason why Strategic Communications has become a thing. The explosion of information and communication via the internet and globally accessible social media platforms has brought communities so close together that it is much more difficult to get your message across. Organizations now have to compete with billions of other for mental and emotional space to interact with their messaging. Businesses and organizations marketing or selling an idea, product, service, campaign, ideology or lifestyle agenda have to work really hard to get the attention and action they require. Without a structured, purposeful and targeted approach, it would be very difficult to succeed.
Also, experience and research has shown that science is as much of an art as it is a science. In other words, there are concepts and principles that can be taught, learned, applied and replicated over and over to achieve positive results to varying degrees.
Experience also shows that being purposeful and structured about communications achieves desired results. Marketing campaigns are more effective when supported by data that guides decisions on audience profile, interests, media habits, messaging etc. The principles of strategic communications enable organizations to communicate better with their employees, manage stakeholder relationships better, navigate crisis situations more effectively and create space and support for the business.
If you look at almost every major organization on earth – the most successful are not necessarily the best companies but those who are the most effective at persuading others to buy from them, invest in them, work with them, trust them and choose them over and over again.
- investment decisions are made based on the story behind the data
- top talent chooses to work in certain companies because of the story around the brand
- political parties win elections because of the story about the party and what they would focus on when they get into power
- companies fail either because of the absence of a story that attracts customers or investors or due to a negative story or images that communicate or transmit negativity
Strategic Communications is therefore that aspect of the business that enables an organization to be much more intentional about what it does and says; how it is perceived by others, how it presents and promotes itself on a product, service or corporate brand level.
SA&A is a strategy and communications consulting and training firm dedicated to enabling businesses, brands and organizations to achieve their desired objectives through strategic communications, organizational effectiveness and reputation management.
Join us in class on November 27, 2025 for our last online ZOOM full day course on Strategic Communications from 9Am – 4PM WAT.
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