Strategic … Real or Imagined

The word, “strategic,” is so over-used by many organizations that its true meaning is at risk of becoming trivialized.

The board of a trade organization mandates a “strategic” communications plan, without even considering what is involved. A not-for-profit launches into a “strategic planning” process that consumes many hours by many people, without clearly defining what the organization really needs. A consulting practice wants to be more “strategically positioned” to attract new clients, without accepting that it must take some risks to get ahead.

We live today in a whole new world … a world where “strategic” has taken on expanded meaning. It is a world where traditional styles and approaches in communications may no longer be effective. A strategic communications plan in today’s competitive world requires that an organization take some risks, get outside of its comfort zone and become active in new territory and with new approaches. It requires an organization to embrace and master the use of the increasingly influential communications tools provided by Web 2.0 - blogs, content management platforms, open source, RSS, wikis, podcasts, video - together with traditional tactics. In today’s world, “strategic” means engaging your audiences in conversations and … listening to what they have to say.

The more important question I would pose, however, is whether an organization is ready … and really means it when the organization says it wants authentic strategic approaches to become more competitive. In reality, most are not ready, and that is a critical defining factor. Clearly, those who are will become the leaders, today and tomorrow.