Every day we communicate. Sometimes, our message is not heard as we intend. This can cause problems both for ourselves and others.
It’s important that we all communicate effectively, but in the increasingly complex environment of today, organizations need to hire professionals who are able to create, evaluate and implement communication strategies, from managing crises to social media management.
What is strategic communication and why does it matter? Robbyn is a professional journalist, academic and public relations expert. She can answer this question.
Taylor is also a two-time graduate of TROY, earning an undergraduate degree in broadcast journalism and a master’s in strategic communication before completing her Ph.D. Taylor is a graduate of Troy University, having earned an undergraduate degree and a Master’s in Strategic Communication before earning her Ph.D.
Taylor is a former award-winning journalist who worked in the print and broadcast industries. She was also an international spokesperson for PETA and a media coordinator for the group People for the Ethical Treatment of Animals.
What is Strategic Communications?
Taylor says that although communication is a part of the human condition, it is not always as effective or efficient as we would like.
Taylor says that we all communicate every day, but not with purpose. Our messages are not always received as we intended. We don’t achieve our goals when this occurs.
Dr. Taylor says that purposeful communication, or strategic communication, is what he means by this.
Taylor says that with purposeful communication you think about the reason you are sending a particular message. You need to consider who you’re sending the message to and what your goal is. Also, you should think about how your target audience will receive it.
Effective communication isn’t about just broadcasting your message.
Taylor says that strategic communication requires two-way exchanges. You’re seeking feedback to fine-tune your future messages.
Feedback can take many forms.
Taylor says that when we consider ‘old-school’ communication studies it’s all about sending out a message to the mass. But even then there was feedback.”
This feedback can be in the form a customer purchasing a service or product, subscribing to a newsletter or visiting a web page.
She says that feedback is important because it helps organizations determine if they have reached their goals. Where did consumers or target audiences fall off?” What can you do to fine-tune the message? A lot is said back and forth. Not just the first transmission. This is a feedback loop. It’s not enough to send a single message. “That’s bad communication.”
How can you develop your expertise in strategic communication then? A master’s degree in strategic communication can be helpful.
What Should a Graduate in Strategic Communication be?
The Master of Science program in Strategic Communication at TROY offers classes ranging from public relations, global communication and journalism to advertising and marketing.
Taylor explains that the mix is a mixture of disciplines, because our students are expected to have a focus in their undergrad on one industry. As you progress in your career you will realize that these industries do not exist as a separate entity.
The coexistence of previously separate communication industries is best illustrated by social media.
Taylor says that with the introduction of new technologies and communication platforms we have seen an enormous push towards understanding how to do everything. Our program bridges those gaps.
Taylor explains that while many organizations still struggle to find their voice in social media, others are adopting a strategic approach. Wendy’s, a fast-food restaurant in the United States, is cited as an example of a proactive organization.
Wendy’s bio on X, formerly Twitter, states: “We enjoy our tweets like we do our fries. They are hot and crispy. And they taste better than what anyone would expect from a restaurant.”
Taylor says that “their tweets were excellent.” I would call their tweets strategic communications because they chose a social media channel and stuck to it. They are aware of who follows them, and what their preferences are. “They really roast other fast-food outlets, and this drives traffic to their account and audience.”
Brands, like Wendy, who uses social media directly to reach out to its customers, have disrupted communication’s industry.
Taylor says that you don’t need to look at a television station, an advertising agency or a public relations company to find specialized teams in strategic communication. Strategic communicators will be needed in many different industries from tire sales to healthcare. “The internet and social networks have changed the world.”
Strategic Communications degrees can give you a competitive edge
Graduates with a Master’s degree in Strategic Communication have an edge over their competitors by understanding how professionals operate in the field.
It allows journalists to better understand the reasons why public relations professionals might craft a message in a particular way, and how they use publicity and persuasion,” explains Dr. Taylor. Even if you are a journalist that doesn’t plan to move into another area, understanding the operations and learning how to read and understand news releases is extremely powerful.
Taylor knows first-hand how different roles within the communications industry can be brought together.
Taylor explained that when he was hired, PETA didn’t know how to best pitch stories to reporters. As a journalist I was aware that calling people too often and asking if they received emails without any other reason could harm the effort to get publicity. It’s important to have a purpose and be strategic.
Taylor explains that the best relationships are those between public relations and journalists.
Taylor says that people don’t realise the need for quality content among journalists who cover 24-hour news. Send them your B-roll footage (video) or photos. Your content will likely be used because there are so many slots to fill throughout the day.
This is a method Dr. Taylor uses frequently to increase the brand awareness of PETA.
Taylor says that one of his favorite jobs was checking the weather in the morning to find out where the temperatures were really high. I would call weather anchors to ask them to remind people not to leave their dogs outside. Everybody loves dogs. “That was a simple win.”
The Graduate School of Strategic Communications offers a program led by experts in strategic communications
The master of strategic communication program at TROY offers a variety of industry-experienced professionals who share their expertise and knowledge. Dr. Taylor, for example, is just one.
Taylor says that while they are communication researchers and scholars, all of them have worked in the media, whether it be journalism, advertising, public relations or communications.
The faculty at TROY has a variety of professional and academic backgrounds. Students who complete the master’s degree program will be able to understand and apply strategic communication theory.
Taylor says that “we’re not just teaching theories, but also best practices and industry standards.” Students can either use the knowledge they gain to progress in their profession or to create a portfolio and take that next step.
You can study online while balancing your work and family commitments with a Master of Strategic Communication.
The online master’s degree in strategic communications offered by TROY allows students to balance their family and professional commitments while pursuing a higher education.
Taylor says that this program is specifically designed to be delivered online. We wanted to give our graduates the opportunity to start their careers, and still receive their Master’s online.
She has experienced the advantages of online education first-hand. While working full-time, Dr. Taylor completed her Master’s at TROY.
The program at Troy University is rigorous and allows me to earn my Master’s degree in one year.
Get a higher salary with a master’s degree in strategic communication
You may still be asking yourself, “What are strategic communications and why do they matter?” Taylor’s answer is very simple: money.
Taylor says that everyone in the communications industry should have a college degree. A master’s is the thing that sets you apart. You are now ahead of your peers.
The difference between being a member of an organization’s communication team and being the Director of the Department can be made by obtaining a master’s.
Taylor says that for students with journalism degrees, the pay increase can be significant. I always advise students to consider their retirement plans. The call of journalism is loud and clear. This is a vital public service. In the real world it can also be very stressful because journalists are under so much pressure. “What’s your back-up plan?”
Before even considering more senior positions, pay differences between jobs in communications can be a major factor.
The U.S. Bureau of Labor Statistics states that in May 2021 the median wage of news analysts, journalists, and reporters was $48,370. A public relations specialist, on the other hand, earned $62,800. Graduates who move to leadership positions requiring a graduate degree can earn six-figure salaries. Glassdoor states that the average salary of a communications manager is $108,921.
Taylor says that strategic communication can help students move from one industry to another, regardless of whether they are in journalism, advertising or public relations. It will make them more flexible and help with their transition.
The Master of Strategic Communication is the next step.
Find out more about how to a Master’s degree in Strategic Communication at TROY You can advance in your career.