Practicum Strategy

Let’s be honest: many people in communications roles don’t work strategically or proactively. This is a problem in our industry, for our employers and our clients. What can we do about it?

Spotting “non-strategy” is easier than you might think. Look for a collection of random tactics or a continuous stream of unrelated messages. Is the work always rushed? Is it always reactive? Is there confusion of purpose? Are there conflicting notions about priorities and mission? You can feel it, literally.

These are all red flags indicating a lack of strategic thought. When communication is always in crisis mode, responding to the latest immediate demand rather than working toward a long-term goal, it’s a clear sign that strategy is missing. This often results in a cycle of inefficiency, where efforts are duplicated, resources are misallocated and progress is stalled.

People often use “strategy” interchangeably with “important”. They might label a job “strategic” to make it sound more significant, even if it lacks true complexity. Others mistakenly call routine tasks strategic, confusing execution with true accomplishment. 

Pervasive misunderstanding, this “non-strategy,” poses a significant threat to any organization. When genuine strategic thinking is absent, failure often follows. It’s that simple.

Operating without a clear communications strategy is like sailing without GPS or a compass. You might get lucky and find a nice tropical beach, but more likely that beach will be empty, you’ll just drift, encounter strong currents or you might even capsize. 

In the business world this can translate into tangible financial losses and missed opportunities. Without a unified message, different executives or units can send conflicting signals to audiences, i.e. your customers, supporters, investors and the public. 

This confusion erodes trust, making it harder to attract customers, partners or even talented employees. Imagine a company trying to launch a new product, but its marketing team promotes one feature while the sales team emphasizes another, and customer service is unprepared for inquiries about either feature. This disjointed approach wastes money, human capital and leaves potential customers scratching their heads.

Consequences in humanitarian efforts can be equally dire. For example, nonprofits may rely heavily on public perception and donor support. If their communication is a jumble of unrelated messages, driven by impulse or tangential projects, their mission can suffer. Donors become confused about the organization’s purpose, leading to a decline in contributions. Volunteers might lose sight of the shared goals and become disengaged. The impact on the communities they serve can be profound, as vital resources and support dry up. 

Addressing the Issue

Bringing up the absence of a communications strategy with a company or a client can feel daunting, especially when it involves “speaking truth to power.” 

There’s a natural human inclination to avoid confrontation or to worry about how your observations will be received. However, framing the conversation around the benefits of strategic communication can make it much more approachable. Instead of pointing fingers, focus on solutions and shared success.

Begin by asking open-ended questions. “How do you feel our current communication efforts are contributing to our overall goals?” or “What are some of the biggest challenges you face in getting your message out?” These questions invite reflection and open the door for a collaborative discussion. 

Avoid accusatory language. Instead of saying, “Communications are all over the place,” try, “Messages sometimes seem to be headed in different directions. Let’s explore ways to get everyone on the same page to create greater impact.”

Emphasize the positive outcomes of a strategic approach. Explain how clear communication can lead to increased efficiency, better resource allocation and a stronger public image. Highlight how a well-defined strategy can reduce the feeling of always being rushed and reactive, creating a more proactive and controlled environment. 

A strategic approach also allows for anticipating needs, planning responses and building consistent relationships with audiences. For the staff, this reduces stress, prevents burnout and ultimately leads to more effective and sustainable outcomes.

For example, you can discuss how a strong strategy helps everyone understand the core purpose and mission, leading to fewer internal conflicts about priorities. This internal clarity then translates into clearer external messaging, building trust and engagement with the public. Explain how a unified message reinforces the brand and its values, making it more memorable and relatable. When an organization speaks with one voice, its impact is amplified.

Ultimately, strategic communications are about more than just sending out messages. They are about building relationships, fostering understanding and achieving meaningful goals. They move an organization from merely reacting to actively shaping its future. By guiding conversations toward the clear benefits of strategic communication, you can help companies and clients move away from the hidden costs of “non-strategy” and toward a more effective, impactful and successful future. 

The shift from a scattered, reactive approach to a deliberate, strategic one is not just about improving business metrics. It’s about empowering organizations to fulfill their purpose, whether that’s delivering a product, providing a service or making a positive difference in the world. Strategy offers a much better chance of getting you where you want to go.

Get strategic today. Contact me, I can help.

#Strategy #Communications #PR

© 2025 Robert Hornsby, Founder, Practicum Strategy