Strategic Communication: Why it matters in public service

Communication is an asset, the most fundamental resource for successful operations in an

organization, public service, private sectors, and even in family settings. For people in public

service, whether in private or public organizations, communication cannot be just mere

communication. In other words, people, organizations, and even leaders cannot just relay

information, share ideas, air information for the sake. Relationships between people,

organizations, and organization stakeholders will not be maintained because there was

communication only but there must be purposeful communication (Smudde & Courtright, 2011).

In other words, there is a need for strategic communication. That is well-planned and organized

communication targeted to achieve an agenda or objective. Strategic communication is quite

important for successful and working public relations.

In this week’s readings, strategic communication was understood to be that

communication that goes beyond ordinary or basic communication. It is communicating in a way

that seeks to build, maintain, and satisfy a long-term goal, objective, or even relation. Whenever

information is shared with the public, disseminators of such information need to be careful about

both short- and long-term effects of the message shared. Communicating strategically means

there is a plan in relaying information with a clear understanding of the purpose and intentions of

such communications. That is, what objective is being sought or why are certain pieces of

information being relayed. In their book “Strategic Communication for Non-profit” Bong et al

(2008). state that in strategic communication “you need to have an understanding of your target

audience, changes in the news industry, and how issues move through the media food chain” (1).

Failure to these, there cannot be any successful communication and relationship.

 Society is complex and continues to change as we progress. The needs and wants of

society are diverse and people have expectations from the public sector to meet their needs and

wants in the best way possible. People need to build trust with the public and public service

providers. In the corporate world, organizations must establish strong relationships and bonds

with all stakeholders for them to continue thriving. For all that to happen, organizational leaders

and managers must understand how to “public relations planning, research, and program-

evaluation practices” in ways that enable them to remain connected to the stakeholders, achieve

organizational goals and solve complex problems affecting their stakeholders amicably (Austin

& Pinkleton, 2015, 10). The same applies to those working for nonprofit organizations,

especially government agencies and institutions. Everybody needs to know the approach and/or

strategy to use when communicating with their target audience.

Today, looking at the US police service, one would realize there is a significant lack of

strategic communication. They waded and faded relationship between police service units and

members of the public is a clear example of a lack of strategy in public relations. The police

department across the nations have failed in communicating with the public and the consequence

is poor service delivery and police being labeled as an enemy of the people. Programs such as

community policing are never productive because of these communication failures and

breakdowns. In other government offices, it is not once or twice that a leader speaks and the next

hour is riots and protests all over the country. It normally happens because the strategy used by

the leader or communicator is misaligned with public expectations. In the political realm, a failed

strategic communication and consequently connection with the voters has caused most

politicians their political career and others to obtain political mileage. From my analysis, Biden

rose to the presidency because of his team’s strategic communication with Americans on the
matter of the Covid-19. Biden’s team had a well-planned and targeted message on issues of

Covid-19 during the entire campaign period. As a result, he was able to resonate well with the

larger public, who turned out and voted for him.

 References

Austin, E. W., & Pinkleton, B. (2015). Strategic public relations management: Planning and

managing effective communication campaigns. Routledge.

Bonk, K., Tynes, E., Griggs, H., & Sparks, P. (2008). Strategic communications for nonprofits:

A step-by-step guide to working with the media (Vol. 3). John Wiley & Sons.

Smudde, P. M., & Courtright, J. L. (2011). A holistic approach to stakeholder management: A

rhetorical foundation. Public Relations Review, 37(2), 137-144.