Control the controllables. True in life as it is in business.
If you’re not actively shaping your narrative, someone else is shaping it for you. Strategic communication, particularly when guided by a PR agency, isn’t just an art; it’s a business strategy. Done right, it’s the strongest competitive advantage you have.
What’s the Cost of Staying Quiet?
In 2020, Airbnb faced a nightmare: the travel industry was collapsing, bookings were vanishing, and the company’s future looked bleak. They could have gone silent, slashed budgets, and hoped for the best. Instead, Airbnb doubled down on communication. They told their hosts’ stories, reminding the world why belonging matters even when we couldn’t travel. The result? Fast forward to 2023, and Airbnb is thriving, posting record profits of $2.9 billion.
This wasn’t luck. It was strategic communication at its finest, a masterclass in using storytelling to build trust, relevance, and resilience. In moments of uncertainty, what you say—and how you say it—defines your brand’s future.
What’s Strategic Communication Worth?
Here’s a fact: businesses that excel in communication are 50% more likely to outperform their peers. Yet, many leaders still treat communication like an accessory rather than a core driver of growth. Patagonia tells a different story. By championing sustainability in every campaign, decision, and message, they’ve built an almost cult-like following of loyal customers. Their provocative “Don’t Buy This Jacket” campaign didn’t tank sales—it turned them into a brand synonymous with values-driven spending.
Nike tells a different story too. With every “Just Do It” campaign, they don’t just sell shoes—they sell ambition, inclusivity, and the idea that greatness is within reach for anyone. These are brands that understand communication isn’t just what you say; it’s how you show up in the market and in people’s lives.
The ROI of Getting it Right
Communication isn’t fluff, and it isn’t intangible. Over 81% of consumers say trust impacts their buying decisions, and trust isn’t built overnight—it’s earned through clear, consistent, and authentic messaging.
Salesforce understands this well. They’re not just a CRM company; they’re thought leaders shaping the future of business. Through targeted campaigns and storytelling, they’ve positioned themselves as indispensable, driving $31.4 billion in revenue in 2023.
Patagonia, Nike, Airbnb, Salesforce—they all show us what happens when communication moves from a side project to a strategic priority. The results are measurable, from loyal customers to increased revenue and market leadership.
Time to Rethink the Playbook
The question isn’t whether you should invest in strategic communication—it’s whether you can afford not to. How are you positioning your brand in the market? Are you telling the right stories? Are you using communication to build trust, revenue, and loyalty?