StratCom: Aligning Communication with a Strategic Plan

By Dr. Mario D. Wallace

Effective communication is a cornerstone of successful strategy execution. As businesses craft and implement strategic plans, ensuring that communication aligns with the goals and progress of the strategy is critical for achieving intended outcomes. Enter Strategic Communication (StratCom)—an intentional approach to delivering messages that engage stakeholders, promote transparency, and drive the organization toward its strategic objectives.

Here, we explore how to develop a communication plan that aligns with a company’s strategic initiatives, ensuring all stakeholders are informed, motivated, and moving in the same direction.

Why Communication Matters in Strategy

Communication is the glue that binds strategy and execution. Without clear, timely, and relevant messaging, even the most well-thought-out strategic plan can falter. An effective communication plan:

• Engages stakeholders by keeping them informed and involved in the strategy management process.
• Mitigates resistance by addressing concerns and promoting understanding among employees and other stakeholders.
• Inspires action through consistent messaging that reinforces the value and progress of the strategic plan.

Key Elements of a Communication Plan

1. Identify Executive Sponsors Executive sponsors play a critical role in championing the strategy. Their voices lend credibility and authority to the strategic plan, making it easier to get buy-in from across the organization. Including them in the communication process ensures that stakeholders understand the importance of the plan and the support it has from leadership.

2. Tailor Messages to Specific Stakeholder Groups The same message won’t resonate with every audience. To maximize effectiveness, the communication plan must be tailored for different groups within the organization. For example:

   • Board Members may need updates on key milestones, risks, and financial implications.
   • Potential Partners may be interested in growth opportunities and strategic alliances.
   • Frontline Employees require messages focused on day-to-day execution, explaining how the strategy impacts their roles and responsibilities.

   The content, tone, and complexity of the message should be adapted to fit the needs of each audience.

3. Maintain Consistent Messaging Consistency is essential when communicating a strategic plan. Key messages must be delivered frequently—at least five to seven times—across different communication channels to ensure that they are understood, retained, and acted upon. According to communication theory, repeated exposure to a message helps it penetrate and become part of an organization’s culture.

4. Inform Progress Regularly Regular updates on the progress of the strategic plan help keep stakeholders engaged and informed. This not only reinforces the importance of the strategy but also fosters transparency and trust within the organization. Communication must include updates on milestones achieved, challenges faced, and adjustments made to ensure that the strategic goals are on track.

5. Address Resistance and Feedback Change often meets resistance, especially when it comes to strategy implementation. A well-crafted communication plan can help mitigate this by addressing potential concerns and providing clear explanations of how the strategic plan will benefit employees and the organization as a whole. Engaging in two-way communication and encouraging feedback ensures that employees feel heard and valued, which can reduce resistance to change.

6. Utilize Multiple Communication Channels Reaching your audience requires the use of various communication channels, including emails, meetings, newsletters, and intranet postings. It’s essential to use multiple mediums to reinforce the strategy, as different people engage with information in different ways. By diversifying the communication platforms, you increase the likelihood that the message will be received and understood.

Social Norming: Embedding the Strategy

For a strategic plan to truly take root, it must become part of the organizational culture. This process, often referred to as social norming, involves repeatedly communicating key messages until they are accepted as the norm within the organization. Social norming doesn’t happen overnight; it requires time, effort, and continuous engagement.

Beyond just repeating messages, it’s crucial to create interactive opportunities where employees can discuss and act on the strategy. This can include workshops, feedback sessions, or other forums where individuals can actively engage with the strategy, helping to make it an integral part of the company’s operations.

Ensuring Engagement

A communication plan is not just about sending messages; it's about ensuring that those messages are heard, understood, and acted upon. To achieve this, organizations must focus on creating engaging content that resonates with their audience. Some strategies include:

• Storytelling: Share stories that demonstrate how the strategic plan has positively impacted individuals or the company as a whole.
• Visual Aids: Use infographics, charts, and other visual aids to make complex information easier to digest.
• Interactive Communication: Encourage two-way communication by hosting Q&A sessions, town halls, or workshops where employees can voice concerns and ask questions.

Conclusion

StratCom, or Strategic Communication, is essential to the success of any strategic plan. By aligning communication with the progress of the strategy, organizations can engage stakeholders, mitigate resistance, and inspire action. The key to success lies in creating a communication plan that is consistent, tailored, and adaptable to the needs of the organization’s various audiences. With a well-executed communication plan, organizations can ensure that their strategic vision is not only understood but fully embraced, paving the way for long-term success.

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