Trust is not built in a crisis!

Are you communicating strategically—or just managing fallout when things go wrong?

The reputation and success of a business today increasingly depends on how effectively it communicates - internally and externally - employees, connecting with customers, or addressing stakeholders.

Forbes magazine has highlighted this, aptly describing a strategic communication plan as the ‘new corporate superpower’.

While there is much discussion for organisations to focus on crisis communication plans, the most transformative approach is to have a strong strategic communication plan – the proactive measure v. the reactionary measure.

The reason for this is that the strategic communication plan provides the starting point and the back-up for an organisation’s reputation, productivity, engagement, retention and trust.

These key elements highlight the fact that none of them can be built in the middle of a crisis – they have to be there already.

In fact, while a crisis may reveal the strength of your communication, it is the strategic communication strategy that earns trust before it is ever tested. It is earned through consistent, strategic communication long before the challenges arise. Without it, recovery efforts risk falling on unreceptive ears. This is why the strategic communication plan is proactive, and the crisis communication plan is reactive.

A further example of the strength of a strategic communication plan is in productivity – a key talking point of the Australian economy today.

A McKinsey report found that well-connected teams can see a productivity increase of 20-25 percent. Another report by them on the future of remote working shows that employees are five-times more productive if they feel included in detailed workplace communication.

Moreover, a State of Business Communication Report[1] last year showed that 55 per cent of workers agreed with their business leaders that effective communication had increased their team’s productivity.

This is a clear indicator that a strategic communication plan can significantly enhance workplace morale and output. It ensures messages are consistent, clear, and aligned with your values— and when a crisis does occur, you’re not scrambling to repair credibility, but drawing on a foundation of earned confidence.

Business managers leading medium to large-scale organizations, a strategic communication plan isn’t just a nice-to-have; it’s a critical tool for:

• sustainable growth,
• brand integrity, and
• stakeholder confidence.

A well-defined communication strategy ensures that your messaging is

• consistent,
• purposeful, and
• aligned with your business objectives.

It helps build and protect your reputation, especially in times of crisis or transition. Without a cohesive plan, misinformation or fragmented messaging can erode trust and diminish the credibility you’ve worked hard to build.

From a business development perspective, strategic communication enhances how you position your brand in the marketplace. It ensures your value proposition resonates with target audiences and supports long-term customer relationships. Whether you're entering new markets, launching products, or forming partnerships, a clear narrative sets you apart from competitors.

Internally, strong communication fosters a culture of transparency and engagement. When staff are informed, aligned with organizational goals, and feel heard, productivity and morale rise. Externally, shareholders and customers feel more confident investing in or supporting a business that communicates clearly, listens actively, and responds thoughtfully.

Moreover, in the digital age, where information spreads rapidly, a proactive approach to communication allows businesses to shape perceptions rather than react to them. It equips leaders to anticipate challenges, manage change effectively, and maintain credibility across all touchpoints.

In short, a strategic communication plan is not a luxury—it’s a leadership imperative. It drives alignment, resilience, and trust across all levels of a business.

Managers who prioritize it will not only navigate today’s complexities more confidently but will also lead their organisations with clarity and purpose into the future.