26 August 2015

'Strategic communication': FT definition

Today's addition to the FT Lexicon is of special interest to my target audience (my caps and highlighting):
Strategic communication: Communication is strategic when it is completely consistent with a corporation’s mission, vision, values and is able to enhance the strategic positioning and competitiveness of the organisation.
The most important concept to understand in relation to communication strategy is that communication should be seen from the audience’s perspective. One way to think about this is each time a person or organisation communicates, they should ask themselves the following question: “As a result of this communication, my audience will…”
Interviews with chief executive officers and other c-suite executives, such as the chief financial officer, show that strategic communication must be clear, true, repeated, consistent and delivered with passion.
For more, see strategic communication.

This definition is immediately relevant to my previous post New 'Description' box (see below) in that this blog is primarily for translators who are invited to (or hope one day to be invited to) express their opinion about a client's communication strategy in their target language. I am aware that this does not happen very often, but hope that it will become more common in future. In France, too many companies still base their communication strategy on a corporate perspective rather than their audience's perspective. The difference is both enormous and strategic.

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