By James Sunday, FCAI, MNIIA
Strategic communication is the deliberate use of the right language to support a policy, especially one that is new or misunderstood in the public domain. Over time, communication practitioners have leaned heavily on public engagement and traditional public relations (PR) language to respond to controversies or misperceptions about government or private-sector policies. However, this reactive approach often falls short of properly conveying the strategic intent behind such policies.
Strategic communication is distinct. It involves using intentional, targeted language to explain policies, programmes, or projects that directly impact citizens’ welfare. The goal is to ensure proper understanding and alignment, thereby preventing confusion or misinterpretation. Unlike PR, which often responds after public sentiment has been formed, strategic communication proactively frames messages to shape perception from the outset.
The key difference lies in planning and purpose. While PR tends to focus on general public education or information, strategic communication is rooted in achieving specific goals and organisational objectives. It is not just about defending a policy, it’s about articulating it clearly, consistently, and strategically to build buy-in and support.
Unfortunately, many media aides to government officials still rely on reactive PR tactics, issuing statements or defending positions, rather than employing a well-thought-out communication strategy. This approach misses an opportunity to set the agenda, clarify intent, and influence public perception constructively.
Globally, strategic communication is seen as more effective and constitutionally sound than reactionary posturing. Rather than blacklisting critics or dismissing opposing views, governments should embrace strategic engagement, including the use of parliamentary debates and public consultations. These platforms allow for transparency, foster trust, and increase citizen participation.
To this end, media executives and aides must embrace a shift from reaction to strategy. Strategic communication must replace conventional PR tactics, particularly when introducing new policies that require public understanding and acceptance. It is no longer enough to inform, the message must be designed, deliberate, and directed towards clear outcomes.
The traditional PR model must evolve to reflect modern communication demands. Strategic communication offers a more effective tool for public policy engagement. It moves beyond generalities and provides a purposeful framework for advancing government objectives and securing public trust.