Strategic communication

Communication is an essential part of strategic decision making. It is a critical management function that no executive team or Board should be without.

Strategic communication involves so much more than raising an organisation’s profile: it infuses an agenda with a master plan. It brings communications into line with organisational goals and values and promotes consistency, both internally and externally. Strategic communication is designed to support an organisation’s brand, build its reputation and ensure that it has value and credibility with stakeholders in a sustainable manner, over the long term.

Strategic communication allows organisations to recognise, establish, maintain and value good relationships with stakeholders, ensuring that their concerns and perceptions are considered as part of the strategic process. ‘Bringing the outside in’ in this way, scanning the horizon for issues, managing any that arise, preparing for, avoiding or managing crisis are essential components in maintaining an organisation’s reputation, maintaining its brand value, maintaining goodwill both inside and out, and promoting enduring resilience and stability. Strategic communication enables the identification of new opportunities and supports the identification and management of risk.

How, when and to whom you communicate really matters. Strategic communication ensures that the right communications are made to the right people at the right time, in a consistent and coherent manner. Whether you want to reach the media, influencers and opinion formers, parliamentarians and regulators, the public, investors or any other stakeholder, it is really important that each group understands what you say in a manner that truly resonates with them. Marland Sykes will help you design and execute impactful integrated communications strategies, helping you articulate who you are, why you matter and why your voice should be heard. We’ll help you to share your values, build and manage coalitions, gain public profile, develop policies and influence public debates around complex issues.

 

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““Communications need to be purpose-driven, led by a consistent narrative and clear principles, and adapted for different stakeholders, markets and cultures””