Strategic Communication

While some messages are intended for a broad audience, most are targeted to a specific group. The messages, the channels by which these messages are communicated, and the languages (or dialect) they use are tailored to the special needs of the selected group. Effective strategic communication will select and segment the strategically desired audience, the transmitting medium, and establish some method to measure the effectiveness of the message among thedesired audience. Timing events to satisfy media criteria for news worthiness that fit in with the media's deadlines and news cycles is just one tactic used to effectively reach the desired audience. Another tactic is the use of the Internet as a communication channel. The Internet offers easy access, little or no regulation and censorship, potentially huge audiences, anonymity, and fast flow of information, all at relatively little expense.

The most effective communication will utilize all communication mediums to define processes through which your perceived actions are more tightly aligned to reality. As competitive elements seek to discredit your organization through marketing gimmicks or misinformation, your strategic communication efforts can and should counter their efforts with campaigns that discredit and marginalize their messages. Your words, images, and actions must align to achieve the proper perception alignment and credibility among the desired audience.

Your workforce must have an understanding of strategic communication best practices. If you want audience perception to consistently coalesce with your actions, you must continue to enhance your capabilities to better understand the concerns of diverse global populations and you must commit to engaging these populations through new and diversified media channels. A solid strategic communication effort will develop messages and marketing campaigns that will be the foundation from which the alignment of various efforts such as media relations, community relations and marketing campaigns can begin.