Understanding Strategic Communication: A Tool for Persuasion and Impact

Strategic communication is a modern profession that builds upon the time-honored principles of rhetoric, as articulated by Aristotle, Quintillian, and Cicero. At its core, strategic communication is the professional practice of rhetoric, focused on persuasion and the analysis and understanding of audiences. It involves a deep consideration of what to say, why to say it, and to whom, with an emphasis on the underlying content and context rather than the mere delivery technique.

Differentiating Strategic Communication from Other Forms of Communication

While rhetoric has been around since ancient times, strategic communication in the modern context involves a deeper, more structured approach. Key differences between strategic communication and other forms of communication are rooted in the strategic focus on desired outcomes, active listening, and the development of rapport.

Outcomes and Purpose

Strategic communication is fundamentally about achieving specific outcomes. Before engaging in any communication, strategic communicators define clear objectives and know exactly what they want to achieve. This purpose-driven approach ensures that all communication efforts are aligned with the broader goals of the organization or individual.

Active Listening and Rapport

The practice of strategic communication also emphasizes active listening and the importance of establishing and maintaining rapport. Active listening involves paying close attention to the listener, understanding their perspective, and building a connection. Effective strategic communicators use a technique called 3D listening (paying attention to perception, understanding, and establishing rapport). They listen intently to the tone, intonation, and context of the conversation, rather than just the content of the words spoken.

No Assumptions, Just Listening

Another critical aspect of strategic communication is the practice of suspending judgment and providing a space for the other person to express themselves fully. Strategic communicators avoid interrupting or providing premature responses or judgments. This patience and respect for the other party's perspective help in building trust and mutual understanding, which are essential for effective communication.

The Value of Strategic Communication

Strategic communication is a valuable skill in both professional and personal settings. Having a strong command of strategic communication can significantly enhance your resume and make you a more attractive candidate for leadership positions. This is especially true when combined with robust interpersonal skills.

Strategic communication is particularly useful in the workplace. It can help in negotiations, presentations, and team collaborations. By effectively communicating your ideas and understanding the perspectives of others, you can lead more productive and harmonious workplace environments.

Conclusion

Strategic communication is not just about delivering a message; it is about understanding and influencing the audience to achieve specific outcomes. It is a powerful tool that can enhance your professional and personal effectiveness. If you are looking to improve your communication skills, consider adding strategic communication to your list of competencies.