Communicating with Strategy

 

Communicating with Strategy

Strategic communication is more than just sharing information—it’s about aligning content and delivery with a specific goal. Timing, tone, format, and platform are just as important as the message itself when trying to influence or inform an audience effectively.

Competency in Action

An HR generalist working in a division of a large organization has spent the past five years juggling multiple roles due to high staff turnover and understaffing. This dynamic environment has helped her build extensive cross-functional knowledge and experience across departments.

Within this division, the management team faces ongoing disruptions. Though team members are long-term employees, many are newly promoted to leadership roles. Rapid internal promotions, while encouraging for individuals, lead to instability and lack of cohesion in management, hindering progress in a fast-growing organization.

To address these challenges and promote better collaboration, regular team meetings were initiated. These meetings serve as a platform for relationship-building and improving team communication. The HR generalist contributes by:

• Designing an employee engagement survey to assess team and organizational needs (Consultation competency).

• Offering support to a team member on temporary international assignment (Global Mindset competency).

• Promoting positive communication habits and encouraging a culture of teamwork (Leadership & Navigation and Communication competencies).

Communicating with Impact: Knowing Your Audience

What Is Impactful Communication?

According to SHRM’s "Influence Business Decisions Through Effective Communication" workshop, impactful communication is defined as communication that fulfills its intended purpose. As shown in Exhibit 21, this involves three elements:

• Understanding the audience’s needs and point of view

• Delivering a clear, concise message

• Using the most appropriate method and tone of delivery

At the core of impactful communication is how the communicator is perceived—credibility, clarity, and authenticity all matter.

Understanding the Audience

To communicate effectively, especially when the aim is to inform, persuade, or motivate action, it's crucial to analyze the audience beforehand:

• Who needs the information? Identify the different segments of your audience and their specific needs.

• What is their current knowledge level? Gauge whether they need basic context or detailed information. Adjust your depth accordingly.

• How might they respond? Anticipate emotional and cognitive reactions. Will they be confused, resistant, or uninterested? Be ready with clarification, counterarguments, or ways to increase engagement.

• What’s the best persuasive technique for them? Use the right mix—facts and figures, relatable stories, or participatory decision-making—to resonate with your listeners.

Crafting the Message: Framing for Influence

Framing involves presenting facts in a way that shapes perception and drives action. Reframing changes how someone interprets a situation, often shifting focus from challenge to opportunity.

For example, an HR professional may help a demotivated employee view an organizational change not as a disruption, but as a chance for growth. This shift in perspective is achieved by reframing.

To frame messages effectively, communicators must:

• Be clear about the communication’s purpose and intended results.

• Emphasize what’s in it for the audience.

• Structure key points in a logical, compelling sequence.

• Support each point with examples, context, or data that guide interpretation.

• Align the message with the values, tone, and goals of the organization.

Skilled communicators remain flexible—they can condense a message into quick takeaways for time-strapped audiences, expand on complex ideas when interest is high, or simplify messages to overcome resistance or confusion.