What is strategic
In many organizations, external communication is used as an element of marketing. This reduces client’s external communications to pure sales support as defined by the marketing organization.
Professional communications advice becomes necessary when a crisis, or potential crisis, occurs which may have severe economic consequences, such as loss of confidence among customers, financial partners or other stakeholders. These professional communications agencies or consultants often act as firefighters to help the client put out the flames and are then dropped.
Strategic communications consultation is the key to reputation management. It helps the client build a robust image, which can withstand a crisis. It can collaborate with Marketing and help establish and strengthen the brand.