How is "strategic communication" defined in an organizational context?

Strategic communication in an organizational context is defined as communication designed to achieve organizational goals. This concept emphasizes the alignment of messaging with the organization's objectives, values, and mission to foster clear, consistent, and effective communication strategies. By focusing on goals, strategic communication ensures that all communication efforts contribute to advancing the organization's aims, such as improving employee engagement, enhancing brand reputation, or increasing overall productivity.

This approach is comprehensive, recognizing that various forms of communication—whether internal, external, or crisis-related—should be considered within a broader framework of organizational strategy. It accounts for the necessity of planning and adapting communication methods to target specific audiences, contexts, and objectives. Therefore, effective strategic communication serves as a tool for coordination and coherence among different levels and functions within the organization, driving overall success.