Author
Tamara Pevec Barborič
Is it, really? Have you talked about it with your colleagues? Does everyone truly understand the core of your mission? Does everyone know who your key audiences are – and why they matter? Is it clear who in the organization has the authority to communicate on which topic, or is it handled ad hoc whenever a situation arises?
Very often, when we ask several employees from the same organization what their story is, we get completely different answers. This isn’t criticism – it’s reality. People interpret things through their own role and perspective.
That’s where strategy comes in – as a shared framework that creates a unified narrative. Without alignment, the story quickly disperses and loses impact with key audiences. A strategy ensures that you tell one story: clear, consistent, and convincing – not ten different versions that confuse even the most well-meaning listener.
Spontaneity works well on TikTok. It’s less effective when building reputation strategically. If “authenticity” means each employee decides what and when to communicate, the outcome is often more chaotic than convincing.
We often see one department posting something on social media while another sends out a completely different message to partners at the very same time. Both were sincere and authentic – but together, they created confusion, not clarity.
Authenticity and strategy are not opposites. A good strategy actually provides the framework that allows you to remain spontaneous and genuine – but still consistent, coordinated, and understandable for all target groups. This way, your messages don’t lose strength in random bursts but connect into a story that builds your organization’s reputation over time.
Very often, when we ask several employees from the same organization what their story is, we get completely different answers. This isn’t criticism – it’s reality. People interpret things through their own role and perspective.
Or maybe that’s exactly why you need one. The smaller the organization, the more valuable every hour and every euro. Without clear direction, you can easily end up spending a lot of time and resources with little effect.
Many believe it’s enough to say something once or twice. In reality, stakeholders only truly hear, understand, and accept a message when it’s repeated consistently in different contexts. Strategy makes sure your messages reach the right people, in the right way, at the right time. Without it, too much is left to chance – and chance rarely works in your favor.
Are you sure? Partners and clients are often overloaded with their own stories, goals, and challenges. If you assume they “already know you,” there’s a good chance your messages will get lost in the noise.
Many believe it’s enough to say something once or twice. In reality, stakeholders only truly hear, understand, and accept a message when it’s repeated consistently in different contexts. Strategy makes sure your messages reach the right people, in the right way, at the right time. Without it, too much is left to chance – and chance rarely works in your favor.
When exactly will that be? The truth is: never. There will always be another project, another deadline, another crisis taking priority. If you wait for the perfect time to develop a strategy, it will never come.
In practice, this excuse can cost you dearly. Communication piles up as a series of disconnected actions – draining time and energy without creating synergy.
Strategy isn’t something you do when you have time – it’s what saves you time. Its greatest value comes precisely in periods when resources are scarce – time, money, or anything else.
Many believe it’s enough to say something once or twice. In reality, stakeholders only truly hear, understand, and accept a message when it’s repeated consistently in different contexts. Strategy makes sure your messages reach the right people, in the right way, at the right time.