Whether in corrections, emergency management, health care or local government, being a communicator means having the skills to share information. But being a strategic communicator means knowing how to lead with it.
That distinction matters — especially in high-stakes environments where public trust, safety and credibility are on the line.
As someone who has led crisis communications at the state level, managed the State of New Hampshire’s COVID-19 Joint Information Center and coordinated messaging during multi-agency emergencies, I’ve seen firsthand what elevates a good communicator into a great one. It’s not just about writing. It’s about thinking ahead, aligning messaging with mission and anticipating both the impact and consequences of every statement made.
So what separates a communicator from a strategic communicator?
Tactical vs. strategic
A communicator often works in terms of tasks: writing a news release, answering a media inquiry or posting an update.
A strategic communicator works in terms of outcomes:
- What are we trying to achieve?
- Who needs to hear this message?
- What does success look like once it’s delivered?
That shift — from what to why — is the foundation of strategic communication.
Influence over information
Communicators often excel at delivering clear, accurate information. But strategic communicators go further — they influence behavior and perception.
They help move the needle on public confidence, internal morale and operational readiness. For example, sharing positive stories that highlight staff professionalism or agency innovation doesn’t just inform — it builds trust and reinforces credibility.
Context always matters
Strategic communicators understand that every message exists within a larger environment. A single tweet doesn’t stand alone — it’s received through the lens of public sentiment, political climate, organizational reputation and media scrutiny.
They also understand that tone, timing and delivery matter just as much as content. Sometimes, saying less is the right move. Other times, speed is the only thing that prevents a narrative from spinning out of control.
Strategic communicators add organizational value
A good communicator can relay facts.
A strategic communicator becomes a trusted advisor — capable of briefing the boss before a news conference, drafting a staff memo that preserves morale or managing information flow during a crisis without adding confusion.
They translate policy into plain language. They turn organizational actions into public understanding. And they help leadership do more than lead — they help them connect.
Developing strategic communication skills
The good news: Strategic communication is a skill set that can be developed. It’s not about title or tenure — it’s about mindset, practice and continuous growth.
One of the best professional development experiences available for public information professionals is FEMA’s E0388 Advanced Public Information Officer course, offered through the National Disaster and Emergency Management University. The course is taught on campus in Emmitsburg, Maryland, and also offered in field deliveries across the country.
This five-day course is designed for experienced public information officers and communications professionals who want to strengthen their leadership role, refine their message strategy and operate confidently in complex incidents.
Participants move beyond message creation to message leadership — through scenario-based planning, multi-agency simulation and in-depth communications strategy. They leave with practical tools, peer networks and a deeper understanding of how to lead communications under pressure.
Disclosure: I serve as an instructor for both the L0105 Public Information Basics and E0388 Advanced Public Information Officer courses. That said, I would recommend this course to any serious communications professional, regardless of my affiliation. It remains one of the most impactful and relevant training experiences available today.
Final thought
Being a communicator is a critical role.
But being a strategic communicator is a leadership function.
It’s not about talking louder. It’s about thinking deeper, acting intentionally and communicating with purpose.
Because the message doesn’t just need to go out — it needs to go somewhere.
Leave a Reply