Beyond the noise: Why strategic communication has never mattered more

I think most people would agree that the world is in a “crazy” space at the moment: politically and geopolitically, security unrest, business and commercial uncertainty, a proliferation of governance intrusions, social and cultural upheaval, unprecedented technological uptake … the list goes on and on.

While we live and operate in a constantly changing and demanding world, it is through properly embraced, planned, and executed strategic communication that organisations —in business, the government/public sector, societal institutions, NGOs and NFPs — have the best chance to identify, understand, and navigate this complex landscape of threats, risks, and impositions. More than that, it helps them turn these challenges into real opportunities.

A bold claim? Perhaps. Biased — from the founder and Chairman of a strategic communication firm — maybe!

But above all, and based on genuine authenticity, I hold a strong belief that through our core skills and offerings (broadly summarised in the areas of stakeholder engagement, issues and reputation management, employee embracement, strategic creativity, and innovation) we help provide heightened organisational and individual resilience, and deliver significant strategic and operational advantage.

However, strategic communication — in its most true and professional sense — is more than this.

Most people see strategic communication in an “external” perspective — the outward connectivity and flow of information with those who have a direct or potential influence on their business and other operations. But it is that “inward” dimension that is increasingly crucial to organisational success and ultimate commercial and operational sustainability.

In this context, the communication function should also involve, and be a conduit for, the flow of information inward into an organisation — what’s happening in key markets, key industries, public policy environments, consumer and stakeholder segments, activist/opponent groups, the media, AI and technology, etc, etc, etc — which should then discerningly inform both strategic and operational decisions.

This is where strategic communication is at its most critical to business … ignore it at your peril!