Strategic Communication: Aligning Messages with Objectives

Define the objective of your communication: what do you want to achieve?

Strategic communication differs from casual communication in that it is intentional and has a clear purpose.

Before writing an email, planning a meeting or making a presentation, the first critical step is to define the objective of the message.

You must ask yourself, "What do I want to accomplish with this communication?"

Is the objective to inform a team about a new procedure, persuade a customer to accept a proposal, motivate employees during a period of change, or request a specific action?

Without a clear objective, the message lacks direction and is likely to be lost or misinterpreted.

This purpose is the compass that should guide all subsequent decisions.

Identify and analyze your audience: who are you targeting?

Once you know what you want to achieve, the next step is to determine who you are targeting.

A message is never universal; its effectiveness depends on its adaptation to the specific audience that will receive it.

A strategic communicator analyzes his or her interlocutors: what is their level of knowledge on the subject, what are their interests and concerns, what is their relationship with the organization?

Addressing a technical team, who will value details and data, is not the same as addressing a group of customers, who may be more interested in the benefits and bottom line.

Tailoring the language, tone and content to the audience is key to making the message relevant and resonant.

Choose the right channel for the message and audience.

With the target and audience defined, the third strategic decision is choosing the right communication channel.

Not all channels are appropriate for all messages.

A complex or sensitive communication, such as giving performance feedback, may require the immediacy and nonverbal richness of a face-to-face meeting.

On the other hand, a status update or a clear directive may be communicated more efficiently through a well-structured email.

Choosing the wrong channel (e.g., announcing a layoff by text message) can trivialize an important message and severely damage trust.

How to ensure that every communication reinforces the vision

The highest level of strategic communication is to ensure that every message, regardless of size or channel, is aligned with the overall vision, values and goals of the organization.

When all communications are consistent and avoid contradictions, organizational culture is strengthened and a strong brand identity is built. A masterful example of this is Apple.

Every product launch, every announcement and every press release is meticulously designed to reinforce