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Communication is strategic when it is completely consistent with a corporation’s mission, vision, values and is able to enhance the strategic positioning and competitiveness of the organisation.
The most important concept to understand in relation to communication strategy is that communication should be seen from the audience’s perspective. One way to think about this is each time a person or organisation communicates, they should ask themselves the following question: “As a result of this communication, my audience will…”
Interviews with chief executive officers and other c-suite executives, such as the chief financial officer, show that strategic communication must be clear, true, repeated, consistent and delivered with passion.
Corporations choose to communicate strategically due exogenous crises, internal corporate crises and other situations including:
Starbucks maintains its socially responsible image by partnering with NGOs, increasing its own transparency when they faced challenges based on how it sources coffee. Also, McDonald’s combats public obesity concerns with a public awareness campaign focused on living an active lifestyle.