Delivering Strategic Messages
What is Delivering Strategic Messages?
In the context of the SHRM-SCP exam and the SHRM Body of Applied Skills and Knowledge (BASK), Delivering Strategic Messages refers to the ability of HR professionals to articulate critical information—such as organizational culture, strategy, mission, and large-scale changes—to various stakeholders. It moves beyond simple information sharing to persuasion, alignment, and inspiration. It requires translating high-level corporate strategy into narratives that resonate with employees, managers, and external partners, ensuring everyone understands their role in the organization's success.
Why is it Important?
Strategic communication is the glue that holds an organization together during times of stability and the engine that drives it during times of change.
1. Driver of Alignment: It ensures that individual goals are linked to organizational objectives.
2. Change Management: Effective strategic messaging reduces resistance to change by explaining the why behind new initiatives.
3. Trust and Engagement: Transparent and consistent communication from leadership (facilitated by HR) builds trust and psychological safety.
4. Crisis Mitigation: In times of crisis, strategic messaging controls the narrative and prevents rumors from destabilizing the workforce.
How it Works: The Core Components
Delivering strategic messages involves a systematic approach known as communication strategy:
Audience Analysis: Understanding the needs, fears, and motivations of the receiver. A message to the Board of Directors regarding an acquisition will rely on financial data, while the same message to the workforce must address job security and cultural integration (the 'WIIFM'—What’s In It For Me).
Medium Selection (Media Richness Theory): Choosing the right channel is critical. Strategic messages often deal with complex or sensitive topics.
High Richness: Face-to-face meetings, video conferences (Best for layoffs, mergers, major strategic shifts).
Low Richness: Emails, newsletters, memos (Best for routine updates, policies).
Framing and Narrative: HR must craft the message to ensure clarity and consistency. This involves storytelling that connects the past, present, and future state of the organization.
Feedback Loops: Strategic messaging is two-way. It works by creating avenues for stakeholders to ask questions and provide feedback, converting a monologue into a dialogue.
How to Answer Questions on Delivering Strategic Messages
On the SHRM-SCP exam, questions in this domain often appear as Situational Judgment Items (SJIs). You will likely be presented with a scenario where a leader needs to communicate difficult news or a new vision.
Strategy 1: Prioritize Transparency and Timeliness
SHRM favors answers where HR encourages honesty. If a rumor is spreading, the correct answer is usually to address it head-on with facts rather than ignoring it or saying 'no comment.'
Strategy 2: HR as the Coach
Often, the correct answer is not for HR to deliver the message, but for HR to coach the appropriate leader (CEO, Manager) to deliver it. Strategic messages carry more weight when they come from the decision-maker, with HR supporting the process.
Strategy 3: Match the Medium to the Message
If a question asks how to communicate a reduction in force (layoff) or a restructuring, look for answers that involve face-to-face or personal interaction. Answers suggesting an email blast for sensitive news are almost always distractors (wrong answers).
Exam Tips: Answering Questions on Delivering Strategic Messages
Tip #1: The 'WIIFM' Principle
When evaluating potential answers, choose the one that best addresses 'What’s In It For Me' for the specific audience described. Strategic communication fails if the audience does not see the personal relevance.
Tip #2: Check for Alignment
Ensure the answer aligns with the organization's stated Mission, Vision, and Values. If an option solves an immediate problem but contradicts core values, it is not the strategic choice.
Tip #3: Two-Way Communication
SHRM values feedback. Options that include 'town halls,' 'Q&A sessions,' or 'focus groups' are often superior to unilateral announcements because they allow for engagement and clarity checking.
Tip #4: Global Perspective
If the scenario involves a global team, the correct answer will account for cultural nuances, time zones, and translation needs. A 'one-size-fits-all' message is rarely the strategic answer in a global context.