Mastering Business for Strategic Communicators by Matthew W. Ragas

Author:Matthew W. Ragas
Language: eng
Format: epub
ISBN: 9781787149526
Publisher: Emerald Publishing Limited
Published: 2017-10-15T16:00:00+00:00

THE ROLE OF STRATEGIC COMMUNICATIONS

But speaking the same language alone does not necessarily equate to a successful partnership. Strategic communications has plenty to bring to the marketing table — but where exactly does it fit in, and where is it uniquely positioned to create value for the organization?

I am a big fan of sports analogies, so I like to compare the role of strategic communications in marketing as similar to the role of an offensive line in American football. For those unfamiliar with the sport, on any given play, an offensive line player might be fending off an attempt by the opposing team to cause a loss of yardage, or they might be charging downfield to help the ball carrier advance the ball and move the team toward the goal. If you prefer a different brand of football, you can also think of this as similar to the role a midfielder in soccer plays — sometimes defending against an attack and sometimes enabling their own team’s advancement by passing the ball.

In both examples, the players must be capable of enabling progress or protecting against loss — and, on many plays, doing both interchangeably. Strategic communications serves much the same role for an organization, and, in particular, for the marketing function.

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