Words: Lateefah Jean-Baptiste
Strategic communication is crucial for communication professionals because it ensures that messages are effectively crafted and delivered to achieve organisational goals. This is something Sia Papageorgiou feels very passionate about: “Strategic communication really is the foundation for everything that happens within and outside an organisation.”
Continue reading or listen here:
Born and raised in Melbourne, Papageorgiou has amassed twenty-eight years of experience in the profession, earning 54 awards for strategic communication excellence and leadership. Notably, she is one of the first Australian communication professionals to achieve SCMP certification through the Global Communication Certification Council.
Similar to me, communication wasn’t Papageorgiou’s first love – it was journalism. However, after not being accepted to study journalism at RMIT, which has the top journalism course in the country, she instead completed a Bachelor of Arts in Media and Communication. It was her work in charity communication that truly solidified Papageorgiou’s love for the communication profession: “I moved to London in 2001, and worked in public relations within the charity sector for two years. That experience was fantastic and broadened my perspective significantly.”
Papageorgiou is now managing partner at the Centre for Strategic Communication Excellence (CSCE), a global professional development and insights organisation focused on elevating the value and visibility of strategic communication as a force for good in society.
During this interview, we explored key aspects of strategic communication, including the recent research launched by the CSCE in collaboration with Haiilo last month. We talked about how communication professionals are personally responsible for upholding our profession’s reputation. We also discussed aligning our work with business needs and focusing on certification to improve our skills continuously.
Strategic internal communication insights
What is strategic communication? Papageorgiou defines it as “a deliberate and structured approach, designed to effectively plan, organise, and deliver communication for an organisation to drive business outcomes”. You would assume that any working communication professional would have a basic understanding of what strategic communication is and what it entails, but recent research showed this isn’t the case.
Last month in Chicago, at the IABC World Conference, Papageorgiou presented the findings from the joint Haiilo and CSCE research on strategic internal communication. The research revealed that the understanding of strategic internal communication was limited among respondents. “When asked to define it in their own words before seeing our model, only about half could give a clear definition.”
Despite this limited understanding, respondents have high confidence levels. Over 70 per cent consider themselves competent in taking a strategic approach to their work, and more than 60 per cent rate their skills in strategic internal communication as very good or excellent. “This highlights a disconnect between what strategic internal communication truly is and what communication professionals perceive it to be.”
Another significant challenge in adopting a strategic approach is measuring a return on investment. “A majority of internal communication professionals are predominantly focused on executing tactics rather than delving into the strategic aspects of communication.”
This research underscores the need for improved education and training in strategic internal communication. By bridging the gap between perception and reality, communication professionals can enhance their effectiveness and demonstrate the true value of strategic communication within organisations.
Elevating communication beyond tactics
When asked to define what a trusted, strategic communication advisor is, Papageorgiou described it as “someone who prioritises the business and its audiences over mere communication tasks.” During the conversation we explored how communication is often viewed as a secondary aspect of an organisation rather than a strategic tool, largely because it’s not typically associated with revenue generation. “Strategic communication done properly can bring in money, donors, and funders. Whatever an organisation needs, strategic communication can help it to achieve that.”
“Communication isn’t just about writing newsletters or drafting media releases. It’s much more than that. Strategic communication can significantly contribute to achieving an organisation’s business and financial goals.” Papageorgiou argued that it is crucial for communication professionals to be included in the planning stages of projects and organisational initiatives, rather than being brought in as an afterthought to execute the tactics. So, how can we prevent communication from being seen as an afterthought? Papageorgiou believes the answer lies in changing the way we, as communication professionals, approach conversations about our role.
“People often approach us with specific requests: I want a newsletter. Write me a media release. Create a presentation. Draft a speech. However, it’s our responsibility to redirect these conversations. Instead of immediately jumping to solutions, we should take a step back and ask: What’s going on? Why do you need communication support? Let’s discuss the underlying business needs, not just the communication tasks. Too often, we go straight to providing solutions without fully understanding the problem.”
AI meets strategic communication
The joint Haiilo and CSCE research on strategic internal communication also examined the varying opinions among communication professionals regarding AI. While 66 per cent of respondents reported using AI in their communication work, only 8 per cent use it for strategic purposes. Most are leveraging AI for generating content and drafting copy. “AI is a game-changer for communication professionals,” Sia emphasised. “There are two primary roles we play: leveraging AI to enhance the strategic and purposeful communication we deliver and educating stakeholders about the ethical considerations surrounding AI.”
Papageorgiou underscored that AI has the potential to significantly enhance the efficiency and strategy of communication functions. “It’s essential for us to navigate this evolving landscape with care,” she warns. “Our role isn’t just about employing AI tools but ensuring they are used ethically to maintain our brand’s integrity and enhance stakeholder experiences.”
The role of certification
The topic of certification in the communication profession sparks varied opinions. Some argue experience is paramount, while others advocate for qualifications and credentials to cement one’s career. For Papageorgiou, training and certification are pivotal in a communication professional’s strategic journey. “I often reflect on my late friend Deb’s journey. Starting in communication and rising to CEO, she pursued certification in her 60s. She understood that valuing our profession is key to earning respect.”
Papageorgiou emphasised that to attain the status of a trusted strategic communication advisor, “continuous training, active engagement in professional development, and ultimately, pursuing certification are essential to enhance professional credibility and garner respect within the profession.” She believes that setting a standard and requiring training to practice communication could lead to greater respect for our profession, countering the perception that anyone can do communication without specific qualifications.
In Papageorgiou’s role, where she trains communication professionals – many lacking recent professional development – she sees a pressing issue. “Prioritise learning and growth,” she urged. “Even without a generous budget, there are abundant free resources. It’s about taking initiative and showcasing our profession’s value at every opportunity.”
To conclude the interview, just before Papageorgiou headed off to facilitate her communication training session in India, I asked her for any final words for communication professionals reading this interview. “Stop focusing solely on what you do; instead, focus on why you do it and who you do it for. Understand how your actions shape perceptions and behaviours. Whether you’re collaborating with leaders, clients, or stakeholders, prioritise their needs above all else. We are not just communication professionals; we are businesspeople and our expertise drives impactful change and fosters lasting connections.”
© 2024 Strategic. Registered in Ireland: 659272