Why grasping strategy is so crucial for future communicators

“Strategic” has become a buzzword for the communications field—though its popularity makes a point for future industry leaders.

Bill Heyman, CEO of the executive search firm Heyman Associates, remembers a particular job search where he asked a client to remove the word “strategic” from the title of a new post as a senior vice president. When the client asked why, he pointed out the absurdity of describing a communications role as “strategic.”

“As opposed to what other kind of communications?” he quipped.

For him, the term “strategic” is almost more indicative of an industry insecurity that what they do isn’t taken seriously by business leaders. The debate of what the real value of communications is for today’s business leaders was the focus of a recent panel held by Columbia University for current students and alumni which hosted Heyman and other industry experts.

The panel, organized and moderated by Cheryl Dixon, adjunct professor at Columbia University and a communications consultant, put a premium on strategy and business fluency.

Some see strategic communications as an outgrowth of business acumen and the ability to tie comms work to the bottom line. Others see it as a proactive, preventative practice where crisis management and media relations attempt to get in front of coming market changes and concerns.