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Importance of Strategic Communication in Business

Words are nothing without actions so they need to be aligned. Many businesses invest in planning their marketing communications, but these are usually objective measures, so they fail to align their plans with goals.

Thus, this type of disjointed communication isn’t practical in terms of a business’s strategic goals.

An improper communication strategy does nothing but transfers conflicting messages. That’s undoubtedly the last thing a business would want that can result in a big disaster for the business. But we’ve got your back; we will talk about strategic communication and its importance in running a smooth business. Let’s dig in.

What is strategic communication?

Strategic communication is all about using the proper channels to communicate the actual message. However, it’s also essential to keep the organizational goals in mind to make them more effective. We often hear the term strategic when topics like management and business decisions are discussed. Strategic communication in its true sense is the effective use of communication by a business to achieve, grow and fulfill missions.

In layman’s terms, it’s simply the difference between doing communication and doing purposeful communication.

Strategic communication binds business objectives to its core values resulting in increased personal drive and better employee engagement. Which in turn adds credibility and builds a strong business reputation. It covers the following key concepts:

● Goal setting
● Message Strategy
● Audience Analysis

Why is strategic communication important in business?

Strategic communication is an essential step in the journey of business success. These days, anyone can start a business, but being stable and staying in business is not everyone’s cup of tea.

A clear roadmap and goal-directed vision are essential to know where to take the business. In the amateur days, the goal of every business is to survive. If they do so, the next step would be to formulate plans for the future. For the sake of long-term growth, companies hire professionals to make strategic communication plans, identify goals and objectives and find tactics to reach the desired change.

To make strategic communication effective, senior leadership must be connected across the organization to build an understanding of communication skills and core company messaging.

Developing and investing efforts in strategic communication gives more space to work on brand objectives and efficiently allocate the resources towards the desired goals.

In the modern age, where every business is going digital, the role of social media is too important to be ignored. Getting likes and more followers don’t do anything if they are not contributing towards the business goals.

Strategic communication is essential as it influences customers and promotes products and services if done the right way.

How is the message Communicated?

Strategic communication provides clear guidelines for business activities. This includes what message to communicate via social media (Instagram, Facebook, LinkedIn), email marketing, blogs, content on YouTube, etc. According to many professionals, the more transparent and to the point a brand is with its messages, the better are the chances to catch people’s attention and increase employee engagement.

Barriers in strategic communication

Types of communication barriers

We as individuals are communicating with each other in so many ways all the time. However, it is essential to know that not all communication is strategic. The way we convey our message depends on the way it’s being translated and understood. There are various barriers to strategic communication that often result in misunderstandings and divergence from business objectives.
The following are a few types of barriers that can occur in the workplace:

Emotional barriers
Emotional barriers are due to personal feelings and emotions like mistrust, hesitation, and fear. For example, if an employee fears their supervisor, they might get their message in a close-minded way. Another example is a colleague who has a conflict with a fellow worker; he is more likely to get his message negatively due to personal feelings and emotions.

Physical barriers
Physical barrier usually refers to the way the workplace is constructed or the general setup. Are there any separate work areas or compartments? If so, how far are the rooms located? Are the office doors closed? The perceived territories also influence it. For instance, if all senior officers work in one specific area, the junior employees might hesitate to approach them and prefer to avoid it.

Language barriers
Language barriers can include slang language, abbreviations, and unfamiliar expressions in both written and verbal communication. It often leads to misunderstanding and confusion, which proves unhealthy for a business.

What Is The Purpose Of the Strategic Communication Plan?

A clear purpose of a communication strategy keeps everyone aware. Businesses have to make sure that their message is heard by the right people and in a way you want them to hear.

The communication objectives of a business must be able to answer these questions:
Who needs to listen? Why do we need to reach and tell them? What exactly could we convey? What will our communications sound like on the other side? What would be a perfect time so that our message has the maximum impact? And what channels are being used for communication?
Who Is the Target Audience in strategic communication
In strategic communication, the target audience can vary from time to time. It includes employees, customers, or media. It also depends on who needs to hear what.

The company must customize its communication plan as it can’t fit all types of audiences. An audience map can be drawn to identify who needs to hear what message about your business.

Bottom Line
A strategic communications plan acts as fuel to boost business sales and attract potential customers. It helps businesses communicate their desired message to their targeted people at the most appropriate times.
Thus, it is vital for businesses to adopt strategic communication to function correctly and get the desired growth and results in no time.

Bridging the cultural and communication gap in your business with professional translation and interpreting services

You cannot afford to commit a business faux pas. Thus, it is vital to provide your business colleagues with professionally translated documents and experienced interpreters when you’re hosting a multicultural meeting. Allow eTranslation Services to help you properly communicate and convey your message clearly and accurately. Our native-speaking translators and interpreters with subject matter expertise live in-country and are available to serve your needs in your time zone. For high-quality language services, please send us an email at [email protected] or call us at (800) 882-6058.


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