Can you be strategic without strategy? Live from Iceland
[caption id="attachment_1120" align="alignnone" width="720"] This Icelandic lighthouse may remind us that strategy may be the lighthouse for action, but has internal communication become disconnected from strategy?[/caption]
One of my biggest concerns about the state of the internal communication profession is the extent to which it has become disengaged from, and even dismissive of, strategy.
This isnâ€™t surprising because Katie is a true pro, a published author, and a smart practitioner.
But there was very little about strategy in her advice.Â A lot about how to talk with and listen to business people, how to get good information, how to take ownership of communication planning, and how to demonstrate your value to decision-makers.
But is this the stuff of strategy?Â
For me, strategy is about evaluating potential outcomes, choosing to pursue them, taking ownership of them, defining the most efficient and effective paths to victory.
More to the point, it is about deciding what to do, and what not to do.Â Who to engage, and who to leave alone.Â What words to use, introduce, and avoid. Whether to broadcast, or rely on influence and informal networks.
Much of todayâ€™s internal comms is tactical. Thatâ€™s because strategy is either implicit (based on â€œthis is the way we communicate around hereâ€) or itâ€™s been pre-specified by clients or management before internal communicators get their hands on a task.
For me, that Katieâ€™s advice for an aspiring â€œstrategic communicatorâ€ emphasizes a lot of things other than â€œstrategyâ€ is troubling, not because itâ€™s wrong, but because it all-too-accurately reflects our current professional predicament, where strategy is largely out of our hands.
Want to rediscover strategy and â€œchange the terms?â€
Bringing the strategy back to strategic internal communication requires the ability to select and prioritize audiences and actions.Â To start the ball rolling, download my influencers guide, here.
Live from Iceland
A week of short blog posts from Iceland.Â Sponsored by Iceland by Helgastina, which offers personal travel planning to this unforgettable place.