“Be more strategic”—What it really means for Internal Comms ??

Hello there,

Welcome back to Everyday IC.

It’s a place where, every fortnight,?I share one insight, one idea, and one action that has the potential to help you elevate IC in your workplace.

Today, we’re decoding a well-loved phrase used in most businesses.

So, tell me…hands up if you’ve ever been asked to ‘be more strategic’ in your role. ??

I use the word 'strategic' myself, so trust me—I’m not here to say it’s wrong. But let’s be clear: it's one of those corporate buzzwords that’s loaded with expectations and often thrown around without much explanation.?

Last week, I spoke on the IC Panel at the #CommsHero conference to an audience of 220 IC pros, and one of the insightful questions I was asked was, “We’re told we need to be more strategic. What does it even mean?”

Judging by the LinkedIn posts that followed, this conversation really resonated with people. Why? Because, like me, many internal comms pros are tired of hearing ‘be more strategic’ without being given any real guidance on what that looks like in practice.

So, I'm going to break it down in this edition of Everyday IC.

Thanks for reading.

Jess

When you hear the phrase ‘be more strategic’, what they’re really saying is:

• Be future-focused: Don’t just react—plan ahead.
• Be goal-oriented: Know what you’re working towards.
• Be evidence-based: Let data guide your decisions.
• See the big picture: Understand how everything connects.?

Sounds pretty reasonable, right?

But here’s the thing: somewhere along the way, ‘strategic’ got put on this pedestal—like it’s more valuable than being tactical. And honestly, that’s rubbish. A strategy without tactics is just a fancy idea with no legs. It’s all promise, no delivery—a huge waste of time.

The truth is, strategy and tactics are inseparable.

They’re two sides of the same coin, and you can’t get the value of that coin if you’re only holding onto one side. Strategy gives us direction, but tactics are what make it real.

One Insight ??

Research from this year's Gallagher State of the Sector report shows that being more strategic isn’t just beneficial for business results—it’s also good for us as communicators. Strategic communicators reported a greater sense of purpose, fulfilment, and control, which ultimately led to a higher sense of wellbeing compared to those working primarily in tactical roles.

One Idea ??

What if we found small ways to bring a strategic lens to our day-to-day work?

It can be easy to get lost in the busyness of tactical execution, but being more strategic doesn’t have to be an overwhelming task. It can simply mean asking ourselves some bigger questions while we work: What’s the outcome I’m aiming for? How does this align with where the business is headed?

By integrating strategic thinking into even the smallest tasks, we can help our organisations succeed while also finding more purpose and satisfaction in what we do.

One Action ?

Take one upcoming comms project and put it through a ‘strategic filter’. Ask yourself:

• Future-focused: How does this project support where the business wants to be?
• Goal-oriented: What specific outcome are we aiming for?
• Evidence-based: What data or insights support this project?
• Big-picture: How does this connect with other initiatives? What’s the ripple effect of what we do here?

Answering these questions will not only make your work more strategic—it will also help you communicate the value of what you do in a way that resonates with those asking you to ‘be more strategic’.

Now, this is a team away day with real impact ??

I’m opening my diary for January to March 2025 to book bespoke team away days for internal comms teams who want to make a real impact. At the heart of these sessions is The Internal Comms Expert Programme??—a tried-and-tested foundation that I shape around your team’s unique needs.

Recently, I took the programme to Pennon Group for a day full of purpose, strategy, planning, and audience insights. Their feedback says it all:

"The team were blown away by how lush you were… We all absolutely loved the content and are brimming with ideas and enthusiasm."

These aren’t just training days—they’re immersive sessions designed to give your team a fresh perspective, practical tools, and a renewed sense of purpose. The programme is tailored to your goals, so your team leaves with clear, actionable insights they can use straight away.

I’ve run bespoke away days for teams from HM Treasury, Scottish Water, and others—always tailored to their specific challenges and ambitions. Each day is crafted to turn big ideas into practical plans your team can use the moment they get back to their desks.

If you’re interested in booking a bespoke team day, get in touch—spaces are limited, and I’d love to help your team start the year off strong.

Drop me a message or email everydayic@jrcomms.co.uk

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Got a subject you want me to dig into? Let me know at everydayIC@jrcomms.co.uk. I'll feature it in an upcoming newsletter.

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Thanks for reading.