Becoming a strategic communications rock star


Here are my top 5 strategies for rocking the communications function:

  1. Drive alignment – Focus on ensuring that communications deliberately supports organizational objectives. Demonstrate that through effective communications, your organization can achieve its goals better, faster, cheaper.
  2. Adopt a strategic state of mind –  Begin any communications activity or campaign by first carefully considering what success looks like.  Starting with the end in mind is the antidote to the reactive, ad hoc pace of work that is so characteristic of communications teams.
  3. Outside-in thinking – Embrace your role as the “glue” between the organization and the publics/stakeholders you serve. Think about how you can add value by injecting sound public environment analysis into your day-to-day contributions.
  4. Connect the dots – One of the most valued, and most difficult skills to hire for is the ability to integrate. Make it a practice to consider how various initiatives/projects/priorities are inter-connected, and identify opportunities to maximize impact or innovation by looking for strategic points of intersection between them.
  5. Ask questions that count – The easiest way to immediate add value is to ask insightful questions. Good questions are at the heart of a strong consultative approach to working with internal and external clients. They immediately set up a constructive, positive dialogue, and can be tremendously useful in defusing tension or conflict (as in: “Help me understand why you’d like us to set up a Twitter account in order to promote our upcoming employee award program video?” ).
The top 10 questions in strategic communications

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