In the past, organizations often communicated reactively. The communication function existed simply to respond in times of a crisis, to give commentary to the media and wait until the next need arises.
Today, with the changing landscape, organizations are awakening to the fact that reactive communication is not sustainable. That organizations should constantly build and sustain media relationships and not await a crisis. That organizations should articulate what they stand for and actively present this to their primary audiences.
Ortega Group asks; ‘What do all businesses do every day and every time?’ The answer is simple. It’s communication. Communication is the one activity that all businesses do. And communication happens both consciously and unconsciously. For organizations that choose silence, that too is a communication. We’re always communicating and forming images in the minds of our primary, secondary and tertiary audiences. A recognition of this fact should push organizations in Uganda to the world of strategic communication.
Strategic communication is a process by which organizations link their messages/communications to their overall strategy to achieve an intended differentiated position in the market. It’s the ability to link the company’s communication to its vision, its core values, and its overall mission.
For organizations to communicate strategically, they must be clear about the objectives. The objective is the intended response they hope to achieve because of their communication to the target audiences. How does an organization wish to be perceived? What image of the organization should be held in the minds of these recipients?
Organizations must also review the resources available to achieve this objective. These include the monetary, the human resources, the technological and the time resources. It’s also important for organizations to diagnose their reputation before launching their communications. It’s a review of the current situation in the market. Remember, communication is about trust and credibility. A new bank launching into a Ugandan market may not have the credibility to claim a position as the biggest bank, or to position itself with a message that says; ‘with you for ages.’ It could earn that position in due time, but it can’t communicate from that point at the onset.
Finally, strategic communication is about authenticity. Organizations must be coherent in their communications. Audiences shouldn’t perceive mixed images. It distorts communication and leads to brand atrophy.