Communication Strategy

Communication strategy is defined as an approach to communication within organizations focused on key constituencies and the appropriate channels to reach them, and measured in terms of meeting the organizations’ objectives. Strategic communication helps define and execute the strategy of the firm. A strategic approach to communication is critical not only to the execution of the organization’s strategy but also for presenting a sense of alignment from the organization to internal and external constituencies. This entry covers the importance of communication in executing the organization’s strategy, outlines the key components of communicating strategically, and discusses the impacts that communication strategy can have on corporate reputation.