Lecture Notes on Strategic Communications

Introduction

• Speaker: Keisha
• Key Phrase: "It's not what you say, it's how you say it"
  • Reconsider this phrase: What you say is just as important as how you say it
  • This concept is referred to as strategic communications.

Importance of Strategic Communications

• Many people fail to achieve their goals because of resistance in communication.
• Common experience: Frustration when conveying viewpoints to others (family, spouses, bosses).

Personal and Professional Experiences

Professional Scenario

• Career Journey:
  • Started with news writing and reporting.
  • Progressed to advertising specialist, then communications specialist.
• First Day Task:
  • Given a big ask to reach out to Google for a partnership.
  • Conducted research on Google's interests and company's mission.
  • Result: Successfully landed the partnership within 12 hours.

Personal Scenario

• Interaction with a Friend:
  • Friend Jessica sought advice on communicating with a guy she liked.
  • Goal: To make him her boyfriend.
  • Advised her to have an organic conversation and express mutual interests.
  • Result: They became a couple six months later.

Definition of Strategic Communications

• Strategic communications involves:
  • Communicating the best message through the right channels.
  • Aligning with organizational communication goals.
  • Simply put: Communicating with purpose while showcasing value to achieve a goal.

Key Steps in Strategic Communications

1. Identify the Goal

   • Professional: Land the partnership with Google.
   • Personal: Gain the boyfriend.

2. Understand Your Audience

   • Professional: Research Google's partnership preferences.
   • Personal: Analyze interests and values of the guy.

3. Communicate the Value

   • Professional: Highlight benefits of partnership for Google.
   • Personal: Share potential mutual interests.

4. Express the Need

   • Use shared values to express the needs of both parties.

Application of Strategic Communications

• Speaker's Application:
  • Used the four steps to communicate effectively during the presentation.
  • Identified goal, understood audience, communicated value, and expressed need.

Conclusion

• Resistance often arises when key communication steps are missed.
• Reiterate the importance: What you say is just as important as how you say it.
• Speaker's closing: Thank you.