By Dillan Ambrose Masengere.
There is a growing belief in the communication space, that speed equals relevance. Post quickly. React instantly. Stay visible at all costs. But I would argue that the real risk in modern communication is not silence but speaking without direction.
Strategy is not a luxury in communication. It is the foundation. When we skip it, we may create attractive campaigns, but we rarely create impact. Visibility without intent only produces temporary attention. And attention, on its own, does not build trust, shift perception, or influence decisions.
I strongly believe that ideation must be guided by a defined objective. Before asking “What should we say?”, we must ask “What are we trying to achieve?” Are we repositioning a brand? Driving behavioral change? Or even Strengthening credibility? Without that anchor, creativity becomes reactive.
There is also a misconception that strategy limits creativity. In reality, it sharpens it. Constraints force clarity. When we understand the institutional goal, the audience reality and the broader context, our ideas become more precise and more powerful.
In my experience, the strongest ideas are rarely the loudest. They are the most aligned. Aligned with leadership vision. Aligned with customer truth. Aligned with long-term brand positioning. That alignment is what gives communication consistency and consistency builds memory.
In markets where trust is hard-earned, inconsistency is costly. A clever campaign that contradicts your institutional behavior can weaken credibility overnight. Strategy protects against that. It ensures that communication reinforces reputation rather than dilutes it.
I would also argue that ideation should never exist in isolation from business understanding. When communicators grasp financial realities, operational challenges, and stakeholder pressures, their ideas move from being creative to being strategic. They begin to influence decisions, not just conversations.
Ultimately, communication is not about filling channels; it is about shaping perception and creating real impact with intention. Strategy gives us the discipline to think before we create, and in a world full of noise, disciplined thinking is what separates influence from irrelevance.
Writer is the Public Relations, Below-The-Line and Events Executive at MAAD McCANN
