Strategic Communication

"Communication Strategies With Intent and Impact"

History has shown us that a primary lever in a strategy for change is to control the means of communication (the institutions that influence opinion and the beliefs of the people). The basic principle has been established that an effective communications strategy significantly determines the successful implementation of change. Communication and education are the primary engines of influence. It is, therefore, imperative to have a comprehensive strategic communication plan when implementing change. Far too many well-thought-out change initiatives fail because of a poorly defined and executed strategic communication plan. Most plans, in fact, seldom go beyond the rudimentary tactics of posters, articles in the internal newspaper, bulletin boards, etc. Successful change leaders effectively influence and create change by mastering the ability to communicate truthfully, openly, and with credibility within a coordinated and comprehensive strategy. How well do most organizations do this? Look at your organization's last employee survey. Chances are they are probably like most others that identify "improved communications" as one of the top three issues, if not the top issue. Most organizations have tried hard to improve communications, making significant dollar investments and time commitments to little or no avail. Most communication efforts operate from the assumption that if the content is presented in a clear and logical way, change will be accepted and the desired behaviors will follow. There are a fundamental misunderstanding and underestimation of the nature of organizational communication and the accompanying social dynamics. Change is not only a rational issue but also has equal components of cultural and political issues that must be addressed. Internal communication departments are typically charged with handling communications when change initiatives are undertaken. However, most are not staffed for the rigors of a project of this magnitude.


How, then, can an organization use communications to lead opinion and produce behavioral changes in the organization? Strategic change begins "between the ears" of the people. The question for communicators becomes: "What is the strategy to establish or change existing perceptions and institute new knowledge that will be used as a basis for new behaviors?" Communication is a constant. Successful communication of change begins with a well-thought-out intent and a comprehensive delivery strategy. Vantage Resources, Inc. has helped organizations develop focused and comprehensive strategic communication plans with clear intent, and a process to effectively deliver the message. From communicating the change to imparting information, if it’s critical to communicate it clearly, effectively, and with credibility, Vantage Resources, Inc. can give the advantage for success. Email Vantage Resources, Inc. today for more information.