- In a work environment where teams are increasingly diverse, dispersed, and digitally connected.
- The risk of misalignment, misunderstanding, miscommunication, and misinformation can affect the bottom line of the organization.
ALSO READ
As organizations navigate complex challenges and dynamic environments, just sharing information as a means of communication is no longer effective.
Connecting with the stakeholders is more important.
It is not about contacting stakeholders but connecting with them.
These were some of the reflections of Dr. Isaac Mwaura, the Government Spokesperson, during the launch of the Master of Arts in Strategic Communications at the Aga Khan University’s Graduate School of Media and Communications.
In a work environment where teams are increasingly diverse, dispersed, and digitally connected, the risk of misalignment, misunderstanding, miscommunication, and misinformation can affect the bottom line of the organization.
Without a strategic approach to communication, miscommunication happens, information becomes fragmented, and collaboration fails.
However, when communication is strategically coordinated, it becomes the conduit through which shared goals are articulated, visions are clarified, and collective efforts are achieved.
Strategic communication can be defined as a deliberate and thoughtful approach that goes beyond mere exchange of information and instead fosters understanding, alignment, and progress within an organization.
As we navigate the new era defined by rapid change and unprecedented connectivity, the need for strategic communication in the workplace is paramount.
Strategic communication serves as the bedrock of organizational cohesion and synergy among the different stakeholders.
The Need for Strategic Communication
Strategic communication helps guide leaders and their ideas to connect with their employees and communicate effectively.
It is a rigorous process that is fundamental to the growth of a business since there is a deep understanding of challenges and opportunities.
This becomes important in crafting approaches that shape the perceptions and relationships of an organization.
For instance, during and even after the pandemic, many organizations underwent, and are undergoing major restructuring.
In such situations, without strategic communication, employees across various departments may feel disconnected and uncertain about the future.
However, by implementing a carefully crafted communication strategy that emphasizes transparency, empathy, and clarity, leaders can reduce anxieties, align diverse teams, and inspire confidence in the organization's future.
This strategic approach not only mitigates resistance to change but also cultivates a sense of unity and purpose among employees as there is a strong employee voice, fostering a more resilient and adaptive organizational culture.
Leadership and Decision-making
Strategic communication serves as an anchor for effective leadership and decision-making.
As we are now in an increasingly dynamic and hyper-connected world, leaders are overwhelmed with information, opinions, and perspectives adding artificial intelligence to the mix.
Without strategic thinking, information overload can blind their decision-making and hurt the organization’s objectives.
Leaders therefore need to embrace strategic communication principles where crafting and asking questions is a tool, effective listening and strategic communication are key, and the value of feedback is a gift.
The principles help in getting a holistic picture that contributes to the adaptation, adjustment, and transformation of organizational decisive actions.
In the absence of strategic communication, leaders may struggle to convey the rationale behind their goals, leading to confusion among employees, investors, and other stakeholders.
However, by leveraging strategic communication techniques such as storytelling, framing, and tailored messaging for their stakeholders, leaders can articulate a compelling narrative that mitigates the challenges, provides opportunities, and contributes to the organization’s success.
All this underscores the importance of strategic communication in the modern workplace.
In a world defined by complexity, uncertainty, and rapid change, effective communication is no longer a luxury but a strategic necessity.
By embracing strategic communication principles, organizations can navigate complex ecosystems.
This is by recognizing communication as a powerful tool for connecting, building, and enhancing relationships, driving change, and shaping the future workplace.
Factoring the importance of strategic communications and the skills needed to effectively communicate, we need well-trained strategic communications professionals on the job!
Dr Kiarie is an Assistant Professor at the Aga Khan University Graduate School of Media and Communications.