Author
Tamara Pevec Barborič
Yet, the importance of strategic communication is still often underestimated – or only considered when something goes wrong. When the response isn’t what we hoped for. When communication is unclear, inconsistent, or even contradictory. When key stakeholders are left without answers. And when we find ourselves asking: “What should we say – and how?”
To avoid constantly putting out fires, it’s worth taking a step back and asking: Do we know why and how we’re communicating in the first place? And with whom?
In an environment where change happens rapidly, information circulates nonstop and everywhere, and stakeholder expectations and demands are becoming increasingly clear and vocal, thoughtful, planned, and targeted communication is a foundation – not a luxury.
Successful companies know that communication doesn’t happen by chance. They don’t rely on improvisation or gut feeling. They understand that communication supports the business strategy – and must be aligned with it. When an organization has a clearly defined communication strategy, it has much more than just a list of activities or a set of channels. It has a compass. It has understanding, direction, and measures of success. Such an organization knows who it’s communicating with and why – it doesn’t send the same message to everyone; it aligns key messages with values and business goals; it measures communication outcomes – because it knows what it wants to achieve. And, ultimately, it builds and maintains relationships that foster trust, loyalty, and long-term value.
In practice, this means the communicator isn’t just an operational support role, but a strategic partner to leadership – a part of shaping solutions, not just delivering them.
Sometimes the word strategy sounds too formal, distant, or even rigid. But in reality, a strategy should be quite the opposite – alive, practical, and part of everyday work. Not a document gathering dust in a drawer, but a tool that helps us think, decide, and act.
A well-prepared communication strategy is rooted in the organization’s business reality and goals. It’s built on an understanding of stakeholders and their experiences. It takes into account the context and culture in which it operates and provides a clear purpose, direction, and priorities.
Without a strategy, companies often operate reactively – putting out fires, looking for answers in hindsight, and communicating inconsistently, sometimes even contradictorily. With a strategy, communication becomes the foundation of focused, meaningful, and long-term effective organizational presence.
In an environment where change happens rapidly, information circulates nonstop and everywhere, and stakeholder expectations and demands are becoming increasingly clear and vocal, thoughtful, planned, and targeted communication is a foundation – not a luxury.