All The Things

Over the past eight weeks, we have covered a variety of topics ranging from strategic communication theories to leadership. Here is rundown if you have missed any posts:

Week 1: Diffusion of Innovation Theory

Week 2: Interpersonal Influence

Week 3: Emerging Digital Communications

Week 4: Internal & External Communication

Week 5: Leadership & Vision

Week 6: Message Placement

Week 7: Crisis Communication

Week 8: Measurements

If you have followed along, thank you. I appreciate your time to read my thoughts on how communication shapes our lives. Working for a nonprofit can sometimes feel like you are wearing ten different hats at the same time. I have learned how vital proper communication is at keeping the wheels turning in unison. 

Another student made a profound statement in her blog this past week. She alluded that perhaps with all the digital communication tools at hand (i.e., emails, social media, texting), it’s possible we have fallen to the illusion that we are actually good at communicating because we do it so often. Yet, in the hustle of day-to-day activity, we are actually less effective at communicating the proper message because we are not strategic nor concerned with if we are effective at selling our point. 

While I have discussed a variety of components that make up Strategic Communications, perhaps you are curious about what that means in a professional sense. Why did I, after a decade out of college, decide to head back to the land of academia and pursue a master's in Strategic Communications? 

I love how Tom Kelleher, chair of the School of Communications at the University of Hawaii, describes what Strategic Communications in not. Strategic Communications is NOT “seat of the pants” communications. Tom emphasizes that “cranking out press releases and seeking media coverage can feel productive, but without a master plan, there is a risk of misallocating effort.”

In a world were media placement is merely the right dollar amount away, it is critical that communicators have goals and plans in place to maximize proper exposure and behavioral acquisition of their target audience. As Tom goes on to point out, you “can be too focused on media impressions (e.g., how many people listened to our advertisement on the radio) instead of concrete outcomes (e.g., how many people got flu shots, or how many people learned about the melting arctic.)”

Strategic Communicators are far more concerned with the efficacy of their message over a popularity contest. 

As 2019 comes to a close, along with this decade, I’m thankful that I embarked on the pursuit of this degree. I look forward to what the remaining nine classes will hold. While I might not be as active on this blog for a while (honestly, unless a class asks me to pick it back up), I hope to continue to share my knowledge along the way on LinkedIn. Let's connect and continue the journey together.