The Importance of Organisational Strategic Communication in the Marketing
Sector
Table of Contents
1. Introduction……………………………………………………………………………...2
2. What is Strategic Communication…………………………….………………………3
3. Strategic Communication and Brand Positioning……………………………………
4
4. Strategic Communication for Customer
Engagement……………………………...5
5. Strategic Communication and Competitive Advantage…………………………….6
6. Case Examples of Effective Strategic
Communication……………………………..7
7. Challenges and
Recommendations…………………………………………………..7
8. Conclusion………………………………………………………………...…………….8
9. References…………………………………………………………………………..9-10
pg. 1
1. Introduction.
Strategic communication holds a fundamental success in today’s dynamic
environment where markets hold a lot of information and consumers attention are
limited. Strategic communication purpose is to communicate its mission by shaping
mindsets and attitudes, this includes internal and external communication.
Internally long-term goals are reach through effectively communication with
stakeholders. In the marketing sector, strategic communication is the foundation for
brand positioning, customer engagement and completive advantage. This report
will give insight on how businesses leverage strategic communication to better
brand positioning, promote customer engagement and maintain a competitive
advantage.
pg. 2
2. What is Strategic Communication.
Strategic communication refers to the communication used by organizations to
reach their goals influence key stakeholders to advance their mission. It combines
different communication practices from public relations and marketing to internal
communication and brand management this is all aligned with the organisation long
term goals ( Hallahan et al.,2007) Strategic communication is clear and concise, it
targets its audience and ensure the message is understood.
According to Kliatchko (2008), “integrated communication ensures consistency in
brand narratives and strengthens stakeholder trust, which is essential for
sustaining organizational credibility”. Strategic communication integrates
messaging across various channels to maintain consistency and strengthen the
organisation values and objectives. Audiences communicate with brands on
various platforms, hence the reason for organisations to ensure that this integration
of messaging is very important to keep the consistency in brand narratives.
As Zerfass and Huck (2007) point out, “effective strategic communication is not just
about message dissemination but about shaping relationships and fostering mutual
understanding between organizations and their publics”. Organisation should keep
this channel of communication open and positive; this could help organisations
manage the publics perception in times of changes. Strategic communication
results orientated, manage information and relationships
pg. 3
3. Strategic communications and Brand positioning.
As per (Hallahan et al., 2007), strategic communication ensures that branding
efforts are consistent, coherent, and aligned with the company’s mission. For
businesses to differentiate themselves from each other branding positioning is
essential to attract target audience. Strategic communication plays a crucial role in
how consumers perceive the brand identity and values.
Effective brand positioning requires clarity and consistency internal communication
to digital platform and social media. Cornelissen (2017) emphasizes that consistent
messaging strengthens brand recognition and trust, enabling firms to establish a
distinct position in the minds of consumers. For example, Nike uses sport icons
from various sports such as Christiano Ronaldo who is well known in football.
Strategic communication allows businesses to adapt their positioning based on
market trends. This allows businesses to venture into new markets, new brand
ideas and use content marketing and media relations to communicate the brads
reputation. According to Argenti (2020), strategic communication facilitates the
management of brand narratives in a dynamic, multi-platform environment, allowing
companies to maintain relevance and authenticity.
Did you ever heard someone say, “I am a brand ambassador for my company”. If
yes, this strategy is used by individuals within the organisation to spread
awareness of the company and its products, influences consumers and keep the
brand relevant in the market.
pg. 4
In conclusion, when employees internalize and reflect the brand’s identity in their
interactions with customers, the brand promise becomes more credible and
impactful (Men & Bowen, 2017)
4. Strategic Communication for Customer Engagement
In today’s competitive market customer engagement has become a key concept for
the business success. Strategic communication plays a crucial role in engaging
with customers. When business sells products, they have reviews of these product
allowing business to understand the needs of the customer and strengthen their
relationship, loyalty and trust with the customer.
Digital tools such as social media, email campaigns, and branded content allow
organizations to engage in real-time conversations, gather feedback, and respond
swiftly to concerns (Ashley & Tuten, 2015). This enhances customer satisfaction
and strengthens emotional connections with the brand. Communication between
the business and customer is no longer a one-way dissemination of information but
two-way. And relies on interactivity. Business use this strategic communication to
analyse the customers behaviour, preferences and needs.
In conclusion, Business that leverage strategic communicates for customer
engagement are more likely to deepen their relationship and entrust loyalty with
customers.
pg. 5
5. Strategic Communication and Competitive Advantage
As read in the following article (Uche Nwabueze & Joan Mileski, Achieving
competitive advantage through effective communication in a global environment).
“Effective communication can be used as a means to achieve and retain
competitive advantage”. Communication is a two-way streak; the business presents
the information and the customer gives feedback. Customers responses allow
businesses to gain advantages over its competitors.
Competitive advantages foster the relationship between businesses and
consumers, through effective communication, product reviews, customer insights
and recommendations.
Through effective communication, business can improve efficiency, produce
desired goods to outperform its competitors.
In closing, the following drivers plays a key role in competitive advantage: Increase
efficiency, enable innovation, improve ci=customer response, enhancing public
relations and a multicultural environment.
pg. 6
6. Case Examples of Effective Strategic Communication
Coca-Cola: Known for emotionally resonant campaigns like “Share a Coke,” Coca-
Cola effectively uses storytelling to enhance brand affinity and loyalty.
Tesla: Elon Musk’s strategic use of personal branding and social media
communication contributes significantly to Tesla’s brand positioning
as an innovative disruptor in the automotive sector.
7. Challenges and Recommendations
While strategic communication offers numerous benefits, challenges such as
message oversaturation, misalignment between departments,
and managing diverse audiences persist. Organisations must invest in integrated
communication platforms and ensure alignment between
communication and overall corporate strategy.
pg. 7
8. Conclusion
Strategic communication is indispensable in the modern marketing. It enables
companies to position their brands effectively, engage customers meaningfully, and
sustain a competitive advantage.
Strategic communication should e view as a central pillar in marketing and
business strategy as it encompasses the business values, communications on
multiple platforms, fosters long term success and create lasting impression on
consumers.
9. References
Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D., & Sriramesh, K. (2007).
Defining strategic communication. International Journal of Strategic
Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244
Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four
pillars. International Journal of Advertising, 27(1), 133–160.
https://doi.org/10.1080/02650487.2008.11073044
Zerfass, A., & Huck, S. (2007). Innovation, communication, and leadership: New
developments in strategic communication. International Journal of Strategic
Communication, 1(2), 107–122. https://doi.org/10.1080/15531180701298908
Cornelissen, J. (2017). Corporate communication: A guide to theory and practice
(5th ed.). SAGE Publications
https://us.sagepub.com/sites/default/files/upm-assets/80625_book_item_80625.pdf
pg. 8
Argenti, P. A. (2020). Corporate communication (7th ed.). McGraw-Hill Education
https://books.google.co.za/books/about/Corporate_Communication.html?
id=7aXZzgEACAAJ&redir_esc=y
Men, L. R., & Bowen, S. A. (2017). Excellence in internal communication management. Business
Expert Press
https://www.researchgate.net/publication/309549171_Excellence_in_Internal_Communication_Man
agement
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study
of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.
https://doi.org/10.1002/mar.20761
Nwabueze, U., & Mileski, J. (2018). Achieving competitive advantage through
effective communication in a global environment. Journal of International Studies,
11(1), 50-66
https://www.researchgate.net/publication/
324442041_Achieving_competitive_advantage_through_effective_communication_
in_a_global_environment
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