Strategic Communication 101: Foundations of Strategic Communication What is Strategic Communication Definition Purpose Inform Persuade Build Relationships

What This Is

Strategic communication is a deliberate and planned approach to creating, sharing, and exchanging information with various stakeholders to achieve specific organizational goals. It involves understanding the audience, crafting a clear message, selecting the right channels, and measuring the effectiveness of the communication efforts. A well-executed strategic communication plan can enhance an organization's reputation, build relationships, and ultimately drive business results. For instance, Johnson & Johnson's response to the Tylenol tampering crisis in 1982 is often cited as a gold standard for crisis communication. By taking swift action, being transparent, and showing empathy, the company was able to mitigate the damage and maintain public trust.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the availability of evidence.
• PESO Model: This model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled channels). A strategic communication plan should integrate all four categories to achieve maximum impact.
• Situation Analysis: This framework involves analyzing the internal and external environment to identify opportunities and threats. It helps organizations develop a clear understanding of their stakeholders, competitors, and market trends.
• SWOT Analysis: This model identifies an organization's Strengths, Weaknesses, Opportunities, and Threats. It helps organizations develop a strategic communication plan that leverages their strengths, addresses their weaknesses, and capitalizes on opportunities while mitigating threats.
• Public Relations Grid: This model categorizes communication strategies into four quadrants: Press Agentry, Public Information, Two-Way Asymmetrical, and Two-Way Symmetrical. A strategic communication plan should aim for two-way symmetrical communication, which involves mutual adjustment and dialogue with stakeholders.
• Crisis Communication Model: This model outlines the steps to take during a crisis: prepare, respond, and recover. It emphasizes the importance of having a crisis communication plan in place before a crisis occurs.
• Social Media Listening: This involves monitoring social media conversations about an organization or its competitors to identify trends, sentiment, and potential issues.
• Influencer Marketing: This involves partnering with influencers to reach a wider audience and build credibility. It requires careful selection of influencers and measurement of their impact.
• Content Marketing: This involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It requires a deep understanding of the target audience and their needs.

Step-by-Step Application

1. Conduct a Situation Analysis: Gather data on the internal and external environment to identify opportunities and threats.
2. Develop a Communication Strategy: Based on the situation analysis, develop a clear communication strategy that aligns with the organization's goals and objectives.
3. Create a Content Calendar: Plan and schedule content across all channels, including social media, email, and traditional media.
4. Measure Campaign ROI: Track the effectiveness of the communication efforts and measure the return on investment (ROI).
5. Develop a Crisis Communication Plan: Prepare for potential crises by having a plan in place that outlines the steps to take during a crisis.
6. Monitor and Evaluate: Continuously monitor and evaluate the communication efforts to ensure they are meeting the organization's goals and objectives.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent and honest communication. A good PR strategy should be grounded in research and data, not just spin.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching a wide audience and building brand awareness. However, it should be used in conjunction with other communication channels, such as social media and content marketing.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to have a crisis communication plan in place to mitigate the damage.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a strategic communication plan.
• Tricky distinctions: Understand the difference between outputs, outcomes, and outtakes; CSR vs shared value; and symmetric vs asymmetric communication.
• Demonstrate strategic thinking: Show how the communication strategy aligns with the organization's goals and objectives, and how it will be measured and evaluated.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Prepare a statement apologizing for the CEO's behavior and acknowledging the harm caused. 2. Develop a social media plan to address the issue and provide context. 3. Conduct a thorough investigation to determine the facts and take necessary disciplinary action.

Rationale: This response is grounded in the crisis communication model, which emphasizes the importance of preparing, responding, and recovering during a crisis.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• Image Repair Theory: Five strategies to repair an organization's image after a crisis
• Situation Analysis: Framework for analyzing the internal and external environment
• SWOT Analysis: Model for identifying an organization's Strengths, Weaknesses, Opportunities, and Threats
• Public Relations Grid: Model categorizing communication strategies into four quadrants
• Crisis Communication Model: Steps to take during a crisis: prepare, respond, and recover
• Social Media Listening: Monitoring social media conversations about an organization or its competitors
• Influencer Marketing: Partnering with influencers to reach a wider audience and build credibility
• Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience
• APR Code of Ethics: Professional standards for public relations practitioners
• ⚠️ 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."