Two way communication
Two-way communication is a workplace exchange where both parties respond, not just broadcast. Learn what it is, why it matters, ...
Strategic communications is the deliberate, planned use of communication to help an organization achieve specific goals. Rather than communicating reactively or on an ad hoc basis, strategic communication means choosing the right message, audience, channel, and timing on purpose, with a clear outcome in mind.
Every organization communicates constantly – emails, meetings, announcements, social posts. Most of it happens without much planning behind it. Strategic communication is different. It’s the version of communication that starts with a goal and works backward: what does the organization need to achieve, who needs to hear about it, and what’s the most effective way to reach them?
This applies both inside and outside an organization. A company preparing employees for a major reorganization is practicing strategic communication. So is a company planning a product launch campaign for customers, or a government agency communicating a new policy to the public. What ties these together isn’t the audience, it’s the intentionality. It’s planned, not improvised.
It’s worth distinguishing this from communication in general. Not every message needs to be strategic. A quick team update or a routine reminder doesn’t require a formal plan. Strategic communication applies specifically to communication tied to meaningful organizational goals, where getting the message, timing, and audience right matters to the outcome.
A study by the University of Miami's Department of Strategic Communication found that transparent, strategic internal communication helped employees cope with uncertainty and adapt more effectively during unplanned organizational change, such as the disruption caused by COVID-19.
It exists to connect what an organization wants to achieve with how it talks about it, both internally and externally.
Every major message, whether it’s a leadership update or a public announcement, should tie back to something the organization is actually trying to accomplish.
Different audiences, employees, customers, investors, the public, need different framing, detail, and tone. Being strategic about your comms means tailoring the message accordingly instead of using one version for everyone.
Messages that are planned and coordinated, rather than reactive, tend to feel more consistent and more trustworthy to the people receiving them.
Strategic communication is especially critical during high-stakes moments: mergers, reorganizations, product launches, or crises, where the cost of getting the message wrong is high.
It doesn’t need to be complicated, but it does need to be deliberate.
Organizations that communicate strategically, rather than reactively, see measurable benefits.
Even organizations that value a strategic approach run into recurring obstacles.
“Strategic communications” is often used alongside a few related concepts. Here’s the distinction.
Internal communications is directed specifically at employees. Strategic communication is a broader discipline, the deliberate planning behind any communication effort, that can apply to internal or external audiences alike.
External communication is directed at customers, media, investors, and the public. Strategic communication is the planning approach behind it, external communication is one of the channels that strategic communication often flows through.
Public relations is a specific discipline focused on media relations and public perception. Strategic communication is the broader planning framework that can guide PR, marketing, internal communication, and more, all aligned to the same organizational goals.
Strategic communications is the deliberate, planned use of communication to help an organization achieve specific goals. It involves choosing the right message, audience, channel, and timing on purpose, rather than communicating reactively.
Strategic communication reduces confusion during organizational change, builds trust through consistency, supports better decision-making, and protects reputation during high-stakes moments like crises or major announcements.
A strategic communications plan starts with defining the goal, identifying the audience, crafting a clear core message, choosing the right channels and timing, and building in a way to measure whether the message landed and adjust accordingly.
Regular communication happens as needed, often reactively. Strategic communication is planned in advance, tied to a specific organizational goal, and deliberately designed around audience, message, channel, and timing to achieve a measurable outcome.
Appspace helps organizations plan and deliver communication that reaches employees wherever they work, through the employee app, intranet, and digital signage, so strategic messages don’t stop at the people sitting at a desk.
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