There are countless examples of strategic communication we could discuss—but we’re taking a look at a few you can actually replicate.
Strategic communication, the art of conveying a message purposefully and cohesively to satisfy a long-term goal, plays a pivotal role in shaping public perception, building brand reputation, and driving organizational success. This is especially true in the ever-evolving landscape of business and media today.
Strategic communication requires careful planning and intentionality. This, along with the necessary time and resources, can be a challenge for busy teams. It’s a long game that requires buy-in from many (if not all) levels of an organization. It’s not surprising that strategic communication is often put off or avoided altogether. After all, does it make sense to prioritize a strategy that may not produce immediate and gratifying results? Well, yes.
In fact, prioritizing strategic communication isn’t just a wise investment; it is a critical component for long-term success and organizational resilience. We know the upfront commitment may seem daunting. Your commitment will be rewarded, though. Over time, strategic communication campaigns enhance brand reputation, increase stakeholder engagement, and build follower loyalty. Embracing the long-term nature of strategic communication ensures that teams not only weather immediate storms but also position themselves strategically for the future.
Wondering what your organization can do right now? Let’s explore strategic communication examples from high-profile brands that you can model on a smaller scale.
Defining Strategic Communication
Strategic communication is not just about disseminating information about your product or service; it’s about crafting and intentionally delivering messages across appropriate channels, with a clear purpose to achieve specific organizational goals. This approach involves careful planning, analysis, and implementation of communication strategies that align with broader, measurable business objectives. In essence, it is a deliberate and thoughtful effort to influence, inform, and engage target audiences in a way that fosters understanding and loyalty.
Key Components of Strategic Communication
1. Research and Analysis
Before crafting any message, we must understand our audience, industry trends, and competitive landscape. Research can be conducted in many ways and can yield both quantitative and qualitative results. Thorough research enables us to tailor messages that resonate with our target audience and differentiate our brand in a crowded market. Be sure to record your findings and update them often to stay in step with your audience’s preferences, and also top of mind when measuring results.
2. Message Development
Anyone who has crafted an effective, compelling message can attest that it is an art! Messages must be clear, consistent, and aligned with a brand’s values and objectives. They should also draw the audience in with interesting, entertaining, or inspiring information—and accomplish all of the above in a language that resonates.
3. Channel Selection
Where does your target audience source their news and information? Plan to meet them where they are. Researching their preferences will help narrow down the most effective channels to best share strategic messages.
4. PESO Model
Incorporating Paid, Earned, Shared, and Owned media, the PESO Model is crucial for strategic communication. It provides a holistic approach to reaching and engaging target audiences. The model, developed by marketing guru Gini Dietrich, integrates diverse channels ensuring a holistic strategy leveraging traditional and digital platforms.
5. Crisis Management
Anticipating challenges and having a crisis communication plan in place with holding statements is an integral part of strategic communication. Quick, transparent, and thoughtful responses during crises can help mitigate reputational damage and maintain trust.
Now let’s take a look at these components in action and understand their critical role in successful strategic communication campaigns.
Strategic Communication Examples Worth Looking At
Airbnb’s Community-Centric Approach
Airbnb emphasizes the value of community and connection for its users. The company achieves this by sharing stories of hosts and guests, humanizing its brand. This approach fosters a strong connection and trust among its diverse user base. Messaging is deployed across various channels, including the company’s website, social media, and community forums to convey its community-centric message and engage with customers directly.
During the pandemic, when mass transit came to a near-complete standstill, Airbnb launched two programs to bolster travel and economic growth. They established a series of partnerships with destinations around the world and announced Go Near, an initiative to support local economies through local travel. This was an instance of Airbnb delivering on its core value proposition, connecting with and offering support to local citizens and small businesses in a difficult time.
Tesla’s Innovative Product Launches
Tesla’s product launches are masterfully orchestrated (albeit unconventional) examples of strategic communication. By creating anticipation through cryptic social media messages, Tesla CEO Elon Musk engages the audience and generates buzz around new products, contributing to the company’s ongoing success. While not without challenges, Tesla has managed crises by addressing issues head-on and maintaining open communication with the public, showcasing transparency and a commitment to improvement. Case in point: this “round-two” test of the glass windows on the Tesla Cybertruck.
Taylor Swift’s Album Releases
We would be remiss not to include Taylor Swift, the proverbial queen of strategic communications. While most brands may not possess the incredibly vast audience and die-hard fanbase that Taylor Swift has, her calculated approach to strategic communications can serve as a valuable guide for designing campaigns that audiences will respond to.
The easter eggs, the surprise album drops, the mystery of her next move—all a trail of breadcrumbs for fans. As a result, fans are always anticipating something new, keeping them tuned in and engaged. Swift’s “Midnights Mayhem With Me” series, shared on TikTok to unveil the track titles on her 2022 album ‘Midnights,’ is one of many examples of her innovative digital efforts.
Yes, an astonishing amount of money was invested in each of these high-profile campaigns. Regardless, the bones of a successful campaign remain the same. By understanding our target audience and their behaviors, using research findings to craft compelling messages and identify proper communication channels, and effectively managing crises, we can elevate our brand’s reputation and cultivate lasting connections.
Interested in seeing how Scatena Daniels can help your organization communicate more strategically? Contact us and let’s start a conversation.