Practicum Strategy

7 Communication Strategies That Shape Our World

We know companies and individuals want to grab our attention and sway our thinking. Behind headlines and social media feeds lie deliberate communication strategies, each with its own distinct flavor and goal. Let’s pull back the curtain and examine seven key approaches, from the subtle to the dangerous. 

First up: the Steady Drumbeat. Think of it as the consistent hum of a healthy brand. Brands stay top-of-mind with news updates that deliver a regular, paced flow of timely information, perspectives, images or all of the these. Distribution often spans a spectrum of online and social media channels, as well as mainstream media. This isn’t about bombarding audiences; it’s about maintaining relevance in the ongoing conversation, ensuring the audience stays informed and connected.

Then there’s the art of Surprise and Delight. Quite literally, this strategy aims to dazzle audiences with stories about people, ideas or products popping up where they are least expected. Clever stories in unexpected places seek to alter the typical perception of an organization. This strategy is about reaching beyond the usual suspects, presenting fresh content where people least expect it, and leaving a memorable mark. It’s about cutting through the noise in a novel way.

Next, the Problem/Solution strategy is ubiquitous. It’s straightforward: identify a pain point your audience feels and then showcase your product or service as the corrective measure. Remember, it’s their problem, not yours. This approach speaks directly to people’s needs, offering tangible value and a clear path forward. It’s the “we understand your struggle, and here’s how we can help” message, delivered with clarity and conviction.

Today’s attention economy gave birth to Digital First. This approach is more than a website, a blog or active social media accounts; it’s about prioritizing social media and online platforms as the primary communication channels. Forget chasing newspaper headlines; the focus is on building a vibrant online community and creating content that resonates digitally. Earned media? That often flows from the social buzz, not the other way around. It’s a fundamental shift in how organizations connect and build influence.

Now, let’s talk about navigating the storm. Defensive Publication often comes into play when bad news looms, like less-than-stellar financial results. The strategy? Get ahead of it. Release information proactively, frame the narrative, and provide crucial context, particularly in crisis situations. It’s about taking control of the message before others can shape it for you, minimizing potential damage. 

The communication landscape isn’t always rosy. Enter Fear, Uncertainty, Doubt (FUD). Often seen in the political arena, this tactic goes beyond disagreeing with ideas. It’s a direct attack on character and credibility, aiming to sow seeds of distrust. By raising moral questions to distract from facts, the goal is to weaken an opponent’s standing in the eyes of the public. At the core, it aims to undermine trust and “muddy the water.”

Finally, we arrive at the murky territory of Propaganda. This isn’t about spin or biased perspectives; it’s the deliberate and systematic spread of outright lies and misinformation. The objective is to manipulate public opinion to advance a specific agenda. Propaganda plays on emotion and feeds prejudice to stoke hate, blaming victims and creating scapegoats. Objective truth is irrelevant. It’s a powerful but dangerous tool used in many contexts and by players on all sides of the political spectrum.

Are there other common strategies? Sure. And guess what? Strategies can be layered and several can operate in parallel, such as driving product news with a Digital First approach while simultaneously defending reputation. You may even need more than one strategy, because different audiences consume information differently and are moved by different messages.

From informative to the surprising, and even the manipulative, your strategy choices reflect the goals and ethical compass of your organization or client. They also reflect on you as a communicator. Understanding these approaches empowers us to not only craft more effective messages but also to critically analyze the information that floods our daily lives.

Get strategic. Start today. Contact me. I can help.   

© 2025 Robert Hornsby, Founder, Practicum Strategy

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