What Does It Mean to Be Strategic?
A blank stare. That was the response I got when I asked a communications leader I was working under, “What’s your communication strategy?” A few blinks followed, then the response: “Oh, you mean that Excel sheet I put together?”
“No, that’s an editorial calendar,” I replied.
The wheels were visibly turning as my supervisor scrambled to placate me. “Oh, well, didn’t I send you that document I shared with senior leadership?”
“You mean that 18-month-old plan outlining tactics that have already been completed?”
Now, he was really struggling. I could see him trying to maintain some semblance of credibility, knowing full well that I’d caught him out.
Beads of sweat forming on his brow, he finally pulled this gem from his managerial archives: “You’ve brought up some excellent points. I’d love to partner with you on this. Could we get some time on our calendars to discuss further?”
The reality is that this reaction to a question about strategy isn’t new. Being ‘strategic’ is a buzzword, with few truly knowing what it means. So, let’s dive into that.
How to See the Bigger Picture
The simplest way to understand being strategic is through the lens of a camera. When you’re zoomed in, completely focused on one element, you can miss what’s happening around you. Being strategic means pulling back the lens to see the bigger picture.
The Practice of Strategic Thinking
Like any skill, becoming more strategic takes intention and practice. In the world of internal communication—especially for small teams or teams of one—it’s easy to fall into perpetual firefighting, jumping from one reactionary tactic to the next. We have to thoughtfully and consistently work to change that.
Putting Strategy Into Action
Understand organizational objectives—The organization’s mission, vision, values, and strategic objectives should be your North Star. With a deep understanding of these elements, you can set an internal communication strategy that aligns with them.
Smash those siloes—Unless you’re on a farm, siloes don’t belong. Breaking down siloes and establishing strong working relationships are core strengths for effective IC pros. By proactively building rapport with key partners across the organization, you make yourself more visible. Plus, you’re better positioned to understand what’s happening across the organization, allowing you to advise proactively.
Schedule some strategic time—If your expertise is in high demand, block out time on your calendar each week to reconnect with the bigger picture. Revisit your organizational and IC objectives. What’s the status of everything? Revisit your plans and determine what needs to happen next.
Connect the dots—The day-to-day tactical activities (yours and others’) should connect to the bigger picture—an IC strategic objective, an organizational goal. When you send a new hire announcement, you’re not just ticking an item off your to-do list; you’re fostering a culture of belonging. Connecting the dots means aligning with the bigger picture while ensuring your efforts are meaningful.
Cut the noise (and the minutiae)—Remembering the bigger picture is key to understanding what matters most. Everyone thinks their priorities are an organization’s top priorities. Sometimes, they are. But often, they’re not. Advocating for your audience means figuring out what’s important and what’s just noise. Keeping your eye on the bigger picture also helps you avoid getting caught up in minute details that may seem important but are actually distractions.
Final Thoughts: Elevate Your Impact
Being strategic isn’t about adding more to your plate—it’s about shifting your focus to what truly matters. By aligning your efforts with organizational objectives and fostering strong relationships, you can elevate your internal communication and make a real impact.
