A recent poll has shown that 70% of employees are not engaged in their place of work. One of the primary reasons for this is that their employers don’t know what is strategic communication or how to use it, creating a disconnect within the workplace.

The same thing goes for digital and marketing communication. Not knowing how to communicate your method directly can have you stuck on an endless hamster wheel. Read on to learn more about strategic communication and how to use this powerful tool.

What is Strategic Communication?

There are several ways to answer the question what is strategic communication, and that’s because strategic communication actually encompasses a large range of subjects.

How you communicate can be directed towards how you communicate with your audience about a product you sell, or it could simply be focused on how communication is maintained within your workplace.

Either way, it is important that there is a strategy behind each of these types of communications. You’ll need to know ahead of time what you want to communicate and the best way for the receiving party to take in that information.

How Strategic Communication Benefits Your Business

Ever find that your audience simply can’t grasp what your product is about? Or maybe you’re stuck in a circle where you aren’t seeing any productivity with your team, who just keeps going over the same problems again and again? While it may seem like other factors are causing these issues, they are actually based on communication.

Without strategic communication, you can easily waste time and money. One of the primary problems people have when communicating strategically is speaking in a way that works for them instead of considering what works for others.

Methods of Communication

The good news is there have never been more modes of communication than there are today. Strategic advertising communication can be done through traditional print ads, television marketing campaigns and social media.

While in-house communication can be held through video conferences, online presentations or communication apps like Slack or Microsoft Teams. The important thing is to know which mode of communication works best for your audience or team. You also want a mode of communication that is memorable, can quickly and easily be accessed and is direct to the point.

Staying Consistent

Strong, strategic communication skills is a habit that needs to be trained. Today people have a shorter attention span than ever before, so the message needs to be consistent to the public. Running one strong campaign on social media just to follow it with dead air is a waste of time.

The same goes for in-house communication, consistency is kind. The last thing you want is for one department to be communicating something different than another. Instead, there should be one culture and message integrated throughout the brand, no matter the department.

Keeping it Professional

Knowing the importance of communication it is best to ensure you have professionals at the helm in this area. While it may be tempting to save some money and hire an intern to oversee social media, strategic communications do require a level of experience and studies.

Finding an employee that majored in communications or outsourcing the job to a digital communications team will be your best bet if you are looking for a strong ROI. The good news is if done correctly, investing in communications can greatly enhance your profit margin.

Conversational Intelligence

When it comes to strategic communication, it often seems like it’s a gift that many are just born with. However, anthropologist Dr. Judith E Glazer has found that strategic communication is actually a powerful skill that is cultivated through time, with a three-prong method she coined as Conversational Intelligence.

Conversational Intelligence breaks strategic communication down into three parts; transactional conversation, positional conversation, and transformational conversation. According to Dr. Glazer mastering each of these areas is quintessential to holding high conversational intelligence.

Transactional Conversation: Transactional conversation is most likely what you envision when you think of a “healthy conversation”. It involves two parties that equally share and receive information through a ping-pong exchange of “asking and telling.”

The importance of transactional conversation is that this allows both parties to express themselves. Transactional conversation is best used in one on one client meetings, or when tackling an issue with a colleague.

Positional Conversation: positional conversation is one in which the speaker is defending what they know while giving the opposite party a chance to receive the information and form an opinion. Unlike a transactional conversation, this information here is not bounced back and forth but rather fed and absorbed.

Positional conversations can be seen anywhere from social media marketing campaign to new business pitches, there is a fair amount of time and thought that goes into what information is presented and the manner in which it’s presented.

Transformational Conversations: Transformational conversations require a safe and solid space to occur. These are the conversations that lead to change on a larger scale. However, it’s important to remember that this change happens with both parties.

In a transformational conversation, each party feels free to share and discover, while also sharing more disruptive ideas. It creates a platform for inspiration, which is why it’s great to execute during a new product panel, a board meeting, or even a brainstorm session.

These types of conversations are typically where the money makers are dreamed up.

Working in Strategic Communications

Now that you know what is strategic communications and how powerful of a tool it can be, you may decide to pursue it as a career choice. There is a large market for strategic communications now, not to mention how rewarding and financially stable to work is.

There are several ways to pursue a career in strategic communications, you can either choose to study it, upload a career profile and see if your skills are already fit for it, or look for available jobs and try your luck.Remember, the more you know about strategic communication the more you can offer your clients and their businesses.