The stark reality today is that business and governments are struggling because of poor or absent strategic communication planning.

The growing focus on reactive communication tactics is highlighting the troublesome trend, particularly in crisis response, media scrutiny, community backlash, and regulatory changes.

The continuous growth of volatile, uncertain, complex, and ambiguous (VUCA) environments—characterized by digital complexity (including AI), stakeholder expectations, and regulatory pressures—demand that only those organizations embedding strategic communication planning into their strategic DNA will thrive.

Research consistently shows that effective communication is not just a messenger of activity; it is a powerful enabler of purpose. A well-planned communication strategy provides more than mere visibility; it enhances reputation, builds trust, and offers leadership, direction, and resilience.

Unfortunately, many organizations still rely heavily on reactive communication strategies.

Studies from renowned journals, including the Journal of Public Administration Research and Theory and the Journal of Academic Science, highlight companies are defaulting to reactive communication instead of developing consolidated strategic communication plans that enhance corporate reputation and align with their strategic business objectives.

This reactive approach has significant consequences.

Research by Korn Ferry reveals that 90 percent of senior executives identify ineffective communication strategies as the number one reason they fail to achieve their strategic goals. Additionally, a report by McKinsey & Company emphasizes that companies integrating digital communication pathways and tactics into their communication plans are more successful in managing their public image.

The increasing use of artificial intelligence (AI) in communication further complicates this landscape.

While AI can enhance communication strategies, many organizations still apply it in a reactive manner. AI should not merely serve as a tool for information dissemination; it must be strategically integrated for research and design of the strategy to shape and transform communication efforts. Those who embed AI strategically will be better positioned for real-time communication, proactive risk management, and fostering stakeholder trust.

The effectiveness of communication strategies is increasingly linked to how well organizations anticipate and respond to potential issues before they escalate.

For those committed to proactive strategies, the advantages are clear: enhanced reputation, stronger stakeholder trust, and greater resilience in times of crisis.

Organizations should invest in developing comprehensive communication plans that not only address immediate concerns but also lay the groundwork for long-term success. As Dr. James Mahoney, Adjunct Professor of Professional Communication at the University of Canberra, emphasizes in the third edition of Strategic Communication, it’s time for organizations to face this reality.

Both organizations and PR practitioners need to rethink their approach to strategic communication. It is not enough to adopt a technical mindset focused solely on issuing media releases, engaging in social media activities, and utilizing other tactical tools. A deeper understanding of strategic communication practices is essential.

To help you audit or map what a modern strategic communication model could look like for your sector or specific needs email us at robertm@robertmasters.com.au