The Strategic Communication Imperative in Organizations

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  • 0:01 Definition of…
  • 0:48 Internal Communication
  • 2:01 External Communication
  • 3:15 Lesson Summary
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Lesson Transcript
Instructor: LeRon Haire
In this lesson, we will discuss the strategic communication imperative and the way it is utilized by organizations in both internal and external groups to help fulfill organizational missions and long-term goals.

Definition of Strategic Communication

Strategic communication can be described as any form of planned communication which helps an organization achieve its mission and long-term goals. It involves developing a careful methodology for dealing with the likely outcomes of many situations both within and outside of an organization. Many companies have a tactical, short-term focus when it comes to dealing with changes and communicating information about those changes to constituents. However, a company which utilizes strategic communication creates an agenda for how to best handle the flow of information in every situation. Strategic communication is about having a master plan for which information to convey, which parties to convey the information to and how that information should be conveyed.

Internal Communication

Internal communication can be described as all forms of communication that occur within an organization. Internal communication is used in a variety of ways among everyone, from executives to entry-level workers. Here are some examples of internal communication:

  • Office memos posted on a break room bulletin board
  • Office meetings
  • E-mails

For example, let's assume that you work for a small company as a public relations specialist. The owner of the company has recently approved a new exercise program in the workplace as an incentive or perk for employees. The purpose of the program is to support the well-being of employees and increase their morale and job satisfaction. You have been asked to draft and send an e-mail explaining the program as an exciting, fun new benefit offered free of charge to all employees to thank them for their hard work. You draft and send an e-mail to everyone notifying them of the new program. The e-mail is colorful, easy to read and emphasizes how valued employees are in the workplace. It contains several high quality pictures of a diverse range of smiling, exercising people. This is an example of strategic communication for an internal audience.

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