5 Traits that put the ‘Strategic’ into Strategic Communication

strategy-chess
We all know that, in this world of virtually limitless communication and content aggregation, opportunities for businesses and individuals to speak and be heard abound.

But increasingly, businesses small and large have to be strategic about the ways in which they communicate in order to take advantage of these plentiful opportunities, and to avoid missing the tide or falling behind competitors.

Strategic Communication is what’s required.

In order to adequately convey their value and hear their customers, businesses must pull all the strands of their corporate communication into one strategy that aligns with the goals of the business.

So, what differentiates Strategic Communication from Communication?

What puts the Strategic into Strategic Communication?

1. Coordination

“Marketing isn’t magic. There’s a science to it.” Dan Zarrella, Social Media Scientist, Hubspot

Strategic Communication is not marketing, branding, design, public relations, business, advertising, journalism, psychology, sociology or social / mass communication. Strategic Communication uses each one of these disciplines to achieve a stated goal.

It is the art and science of turning stated business goals into communication goals, and then laying out a master plan for how every distribution channel can be used to its greatest effect to achieve those goals.

Someone who understands the business implicitly, must be, for want a better term, a master puppeteer.

2. Proactive (not reactive)

“Money follows passion. Not the other way round.” David Siteman Garland, host of Rise to the Top

Proactive communication is going out and making business goals happen. This requires learning and listening, coordination, diligence, measurement, and constant revision. Tom Kelleher, chair of the School of Communications at the University of Hawaii, says that the opposite of strategic communications is “seat of the pants” communications.

Pushing out endless brochures and corporate messages can feel productive, because it can be hard work, but without the Coordination element incorporated, that effort can be misguided and unhelpful. It can even be destructive.

3. Business goal based

Shayna Englin teaches public relations and corporate communications at Georgetown University. She says “being strategic means communicating the best message, through the right channels, measured against well-considered organizational and communications-specific goals. It’s the difference between doing communications stuff, and doing the right communications stuff.”

Strategic Communications teams cannot and should not sit separately to the business.

The coordinated Communications Strategy must be founded on, driven by, exist because of, the business’s goals. The business goals must be specific and measurable, containing numbers: create x number of leads, acquire y new clients, improve pitch success rate from x to y.

Those responsible in the business for delivering those goals should be calling on the Strategic Communications team to make it happen; the Communications Strategy must centre on achievement of those goals, employing all distribution channels available to them to make them happen.

With this commitment comes responsibility. Communication is about communicating the firm’s value. Strategic Communication is about taking responsibility for delivering business goals in a measurable way, through effective communication.

4. Frames the debate

“Already, companies that speak in the language of the pitch, the dog and pony show, are no longer speaking to anyone.” The Cluetrain Manifesto

Strategic Communication isn’t just about using all existing distribution and conversation channels to achieve business goals. It’s also about framing the debate: going out and starting conversations that help the organisation talk about topics it wants to talk about; creating dialogues; stimulating debate.

It’s also about using the right language and the right tone to frame the debate and create the perceptions necessary to the strategy.

5. Measurement and Reflection

“By publishing content that shows buyers you understand their problems and can show them how to solve them, you build credibility.” Ardath Albee, author of EMarketing Strategies for the Complex Sale

People change, problems change, needs change. Strategic Communications must include constant measurement and reflection. Why? Because the world of strategic communications is constantly shifting. According to Maryville University, “to be successful in this evolving field, you need to do more than keep up, you need to analyze current trends and anticipate what comes next.

.

Are the channels we’re using actually helping us achieve our business goals? Can we report success? Are we getting the right message across to the right people? Are we responding to their needs in a way that appeals to them?

Constant reflection and subsequent adaptation are a vital part of being Strategic. Don’t dwell on time lost; adapt and change the strategy, adjust the sails.

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  117. Fresadora : en la fresadora el movimiento de corte lo tiene la herramienta; que se denomina fresa, girando sobre su eje, el movimiento de avance lo tiene la pieza, fijada sobre la mesa de la fresadora que realiza este movimiento. Teknika4 ofrece múltiples opciones para diversos montajes, herramientas y piezas acabadas.

  118. Today, while I was at work, my cousin stole my iphone and tested to see if it can survive a forty foot drop, just so she can be a youtube sensation. My iPad is now destroyed and she has 83 views. I know this is completely off topic but I had to share it with someone!|

  119. En Mecanizados del Mazo apostamos por la calidad, la tecnología y el trabajo bien hecho, tenemos una larga experiencia en el mecanizado de todo tipo de piezas en una gran variedad de materiales, enfocados a muy variados sectores. Luego llegaron las empresas de servicios con sus impresoras en 3D. Permitían realizar pedidos rápidos de prototipos de plástico y eran mucho más asequibles que la contratación de un taller local para utilizar una máquina-herramienta.

  120. La afición por los deportes que se derivan y el hecho de que la persona que dirige Mecanizados Muntada haya llegado a disputar carreras en diferentes especialidades, ha proporcionado a nuestra empresa una sensibilidad especial a la hora de negociar y concretar trabajos con compañías y responsables de este sector.

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  124. Llegamos lo antes posible a su hogar en Lleida y dejamos su Lavadoras como nuevo, al mejor precio, con la mayor calidad técnica de la ciudad. No todas las averías de Lavadoras Fagor exigen la asistencia de un reparador a su hogar, es posible que simplemente en la misma llamada le podamos indicar dónde está la solución y así no tendría que gastar dinero alguno.

  125. Las nuevas tecnologías desarrolladas por Siemens buscan satisfacer las necesidades del usuario al mismo tiempo que reducir los consumos de energía y agua, reflejando la preocupación de la marca por el cuidado del medio ambiente. Los modelos alcanzan incluso las clasificaciones energéticas A++, lo que supone un 25 Los frigoríficos integrables Siemens utilizan tecnología inteligente para un óptimo rendimiento del aparato. Gracias al compresor inverter y al sistema multiSensor, el frigorífico adapta la generación de frío en el interior en función de la necesidad detectada. En PLACAS la gama ofrece tecnología e innovación, en inducción, vitrocerámica y gas.

  126. Para solicitar un recambio; tiene que dirigirse a nuestro centro, Conde Borrell 229 – 08029, BCN (Entre C/Provença y C/Mallorca) portando la Marca, Modelo y NR del aparato. Este sitio web utiliza cookies propias y de terceros para optimizar tu navegación y mejorar el servicio. Nuestro servicio tecnico de SIEMENS trabaja en todos las comarcas de Girona (Girones, La Selva, La Garrotxa, El Baix Empordà y El Alt Emporda). Otro servicio de AT18 es la venta de recambios originales Siemens en Castelldefels.

  127. En tu caso un síntoma de que a la máquina le falta tiro puede ser una llama muy baja, además de que la cámara de combustión se ensucie mas al no evacuar todos los inquemados. En cuanto a la limpieza si te aconsejo contrates a algún servicio técnico para que la realice a fondo, te sorprenderás cuando veas lo que sacan de la máquina, ten en cuenta que a mas limpieza menos consumo y más durabilidad de todos los componentes. En primer lugar decirle que he mandado ahora mismo la consulta a mi servicio técnico de Bronpi y en cuando reciba contestación se la remitiré a ver si podemos solucionar el problema. De todas formas en cuanto me contesten los del SAT volvemos a hablar, a ver si entre todos lo solucionamos.

  128. Hemos trabajado por mas de 25 años enfocados en satisfacer plenamente las necesidades y requerimientos de nuestros clientes con servicios de la mejor calidad. Brindamos servicio a domicilio con tan solo una llamada a nuestro call center al Tfn .809.958, programamos su visita el día y la hora que mejor le favorezca. Gracias a nuestro equipo de técnicos garantizamos su reparación pese a no ser el servicio técnico oficial de la casa Bosch en San_Javier.

  129. Al final del libro vienen unos anexos con una serie de tablas y datos de gran interés para diseñar, instalar y mantener las instalaciones frigoríficas (tablas, diagramas, legislación, recuperación de gases refrigerantes, reducción de emisiones, símbolos, unidades, etc.). En definitiva es un libro fundamental para todo el sector del frío, la refrigeración, la climatización y en definitiva para todo el sector de las instalaciones relacionadas con el frío y calor.

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  131. Hasta hace pocos años, nuestras abuelas cargaban a sus espaldas con todo el peso de la casa, y para colmo no disponían de las facilidades de las que disfrutamos nosotros en la actualidad. Suelen ser mucho más efectivas a la hora de aprovechar la energía que utilizan ya que al no producir el calor desde una fuente calorífica, la energía que se pierde en el proceso es nula: el calor se genera dentro del recipiente. El inconveniente es que es la más peligrosa al ser de gas pero en la cuestión de gastos sale reforzada si se sabe usar bien. Lo vemos claro, comprendemos que el mercado del electrodoméstico es así, que las reglas las marcan unos pocos y no siempre van en beneficio del cliente. Las averías más frecuentes en los equipos de aire acondicionado LG son: Realiza mucho ruido.

  132. Time will always give you the answer, who is the one who really hurts you and who really cares about you; who is who you care about but who cares nothing about you. Some people are not worth cherishing too much, while others are worth cherishing

  133. The road is long and steep. Maybe you are tired. You want to give up. you can only hold back the tired feet, relax the complex thoughts in your heart, and keep going forward step by step. Believe a word: do not give up, only succeed.

  134. We were two small trees fighting side by side, we were two voices in a duet, and we were once alumni on a desk. Today, when we waved goodbye, please accept my affectionate blessings.

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