DOES Strategic Communications Start at the Top?

More than 25 years ago, Cause’s Founder R. Christine Hershey published a pioneering article about how strategic communications can positively transform all parts of an organization, especially when the value of communications is championed by that organization’s leaders. As Cause celebrates 48 years of using “Communications for Good” – and at a moment in our country when the cacophony of noise, threats, and divisiveness feels at an all-time high – we’re revisiting this article with ideas that still ring true for these extraordinary times.

Whether you are a nonprofit CEO, a business executive, or a leader in government or philanthropy, today there is immense pressure to do more and achieve more. Action, impact, and outcomes are in the spotlight as organizations determine how best to center and support their communities while securing their own sustainability. In other words, you need to work smarter.

Strategic communications is a valuable tool that should be on your “mandatory” list. Whether it’s measuring your organization’s impact, increasing transparency, delivering more services, demonstrating value, recruiting employees, building partnerships and coalitions, or ensuring that programs are successfully integrated, funded and leveraged; strategic communications is STILL the common denominator.

It’s about connecting ALL the dots.
So what is strategic communications? It’s a way of connecting your fundraising, marketing and visibility (communications planning) to organizational strategy and business goals. It’s a way of thoughtfully, intentionally shaping consistent messages and tactics to reach your key audiences—internally and out in the world. It’s a way to plan, execute, and drive a conversation about who you are and what you do in order to efficiently achieve results and maximize your return on communications investment (ROCI). And it is a commitment to this work, over time.

Strategic communications is the meta thinking behind the “stuff” you create.
A press release? A tagline? A brochure? All tactics. They are not strategic unless they are part of a larger vision for the organization, one that is integrated across all types of traditional and interpersonal communications channels and dedicated to achieving measurable outcomes. Why is this so important? Because in today’s world everyone is a communicator with the power to instantly reach millions of others 24/7. Without strategic communications, organizations risk having attitudes and perceptions about their services, brands, or issues driven by those who know the least about them. This is especially true in an age where misinformation and disinformation are influencing how people understand specific causes and even the nonprofit/philanthropic sector itself.

Additionally, communications that are reactive or disconnected can leave organizations vulnerable and audiences confused. Their level of understanding, trust, and action will vary based on how many versions of the message they hear from different sources, including from your own organization. Controlling the narrative through consistent, authentic communication is more important than ever.

So why do we say it “Starts at the Top” if, in today’s world, everyone is a communicator?
Strategic communications doesn’t just happen. Strategic communications thrives in an environment where communications strategy is respected in the C-suite and throughout the organization. Early in the process and at the highest level, goals are set, success metrics are determined, key audiences are identified, messages are developed, and communications channels are selected. And not just for external audiences.

Employee communication has moved from a perfunctory component of human resources to a means of supporting organizational objectives, strategies, and culture. Collaboration and partnership opportunities are also stronger with strategic communications at the helm. That happens at the vision level, not the implementation level.

Building a culture of strategic communications is also important for centering the communities you serve and ensuring your organizational values drive your goals and decisions.

Furthermore, when strategic communications is valued, your organization is much more likely to fully understand the breadth of what strategic communications encompasses and set realistic expectations—and budgets—for how to put communications goals into action. When strategic communications is embedded in the culture of an organization, there is greater teamwork, fewer “silos,” and smarter, more effective use of resources. In short, strategic communications gets results.

Need more reasons to prioritize communications? Here are 5 benefits everyone can get behind.

When used best, strategic communications:

STRENGTHENS YOUR CASE AND ACCELERATES IMPACT

How can strategic communications help you reach your business/organizational goals? Evolve your thinking from small-ticket “materials costs” to the budgets sufficient to strategize, create, and implement efforts that hit and exceed strategic business objectives. And remember: In the nonprofit sector, communications IS development. Effectively telling the story of what you do and why it matters is key to attracting new supporters, partners, and allies to your cause.

SAVES TIME

Messages grounded in a solid and purposeful communications strategy are more compelling than a reactive or fragmented approach that leaves messaging to chance. The more compelling they are, the faster advocates can move people toward behavior change on the issues they care about. Why spend ten years doing something you can accomplish in five?

CONNECTS PARTNERS

In today’s environment collaborating is a must. The power of multiple voices speaking as one is a real benefit of clarity of message and purpose. Both basics of solid communications.

MAXIMIZES THE MOMENT

A purposeful, strategic communications plan usually includes thoughtful and proactive consideration of potential crises. That means when challenges arise, organizations are able to swiftly turn them into opportunities to reinforce their vision and mission with stakeholders or the public.

REDUCES OPPORTUNITY COST

Without a strategic communications presence, organizations risk attitudes and perceptions about their services, brands, or issues being driven by those who know the least about them. If you don’t tell your story, who will? (As we say increasingly in today’s environment, “If you’re not at the table you’re on the menu.”)

Ready to strengthen your communications? Explore our library of free resources, including the Communications Toolkit.