Authored by Catalina Vazquez 

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Trust me, strategic communication is the heartbeat of your business—it’s not just a mere function, and I learned that the hard way. As a marketing and communications professional with 13 years of experience, I’ve come to realize that communications is the business. It is not just a function that supports business goals, but a driving force behind their success. Early in my career, I understood the value of strategic communications, but I mistakenly thought I was building a career far removed from the core of business strategy. Little did I know, I was already working at the very heart of what makes businesses thrive: communication that aligns with goals, shapes perceptions, and drives growth. 

Why Strategic Communications Matters

In my career, I’ve come to realize that many companies overlook the importance of aligning their communication efforts with their broader business objectives. When communication is misaligned, messages become muddled, stakeholders lose trust, and companies fail to achieve the desired outcomes. On the other hand, when communication is purposeful and tied to a clear strategy, businesses can foster stronger relationships, drive engagement, and achieve measurable success. 

At Nextant, our mission is to help businesses grow and transform by positioning ourselves as trusted strategic advisors. This aligns perfectly with the principles of strategic communications: ensuring that messaging and communications strategies are not just about disseminating information, but about driving meaningful engagement, fostering relationships, and supporting business goals. Having worked in both corporate communications and business consulting, I’ve seen how the right communication strategy can be a powerful enabler of success. 

What Strategic Communications Looks Like in Practice

I’ve had the privilege of working on several projects where strategic communications were at the core of transforming a business. One memorable experience was with a client who struggled with inconsistent messaging across internal teams and external stakeholders. By creating a unified communication strategy, we were able to streamline their messaging, align it with their corporate objectives, and ensure that every employee and stakeholder was on the same page. The result? Increased employee engagement, smoother project implementation, and improved relationships with customers. 

This experience reinforced my belief that strategic communications is more than just a “nice-to-have”; it is a core business function. It’s about crafting messages that are not only clear and compelling but also directly linked to the company’s strategic priorities. Whether it’s internal communication, external marketing, or stakeholder engagement, strategic communications ensures that the right message reaches the right audience at the right time. 

The Struggle to Realize How Close Communications Is to the Core of Business

Throughout my professional journey, I understood early on the immense value of strategic communications. I knew it was vital to a company’s success, especially in aligning messages with business goals, fostering engagement, and building trust. However, when I first started out, I mistakenly believed that I was carving a professional path that was somewhat separate from the core of business strategy. I viewed my role in communications as important, but distinct—something that supported business, but didn’t necessarily drive it. 

It wasn’t until much later that I realized how wrong I was. I began to see that communications wasn’t just an ancillary function but was intricately woven into the fabric of every successful business strategy. The more I worked with executives and stakeholders, the clearer it became that no business can thrive without aligning its communications to its broader objectives. The realization hit me hard: communications is the business. It’s the vehicle that drives change, shapes perception, and influences actions across all levels of the organization. 

In essence, I had been working in the heart of the business all along, even if I hadn’t fully realized it at the time. Strategic communications is not just a support function—it’s an essential, driving force that guides businesses toward their goals. And when integrated properly, it transforms from being a passive messenger to a strategic partner in growth and success. 

What I’ve Found and Why This Matters for My LinkedIn Audience

As I reflect on my experiences, especially within the dynamic markets of Colombia and the US, what stands out the most is the tangible impact that strategic communications can have on an organization—regardless of size or industry. Whether it's helping leadership navigate change, crafting a content strategy that speaks to diverse audiences, or developing communication plans that manage stakeholder expectations, the right approach can accelerate business growth and ensure long-term success. 

For my colleagues in communications across both Colombia and the US, I've seen firsthand how cultural nuances, local market trends, and varying business landscapes can shape communication strategies. In both regions, the importance of aligning internal and external messaging to company objectives is crucial, but the way we approach communication can differ. What works in one market might not necessarily translate in another, which is why strategic communications requires a tailored, yet universally effective approach. 

I’m sharing these insights because I believe businesses—especially in our field—need to recognize the power of strategic communications—not just as a tool, but as a core function that drives real business outcomes. Whether you're a communications professional in Bogotá or New York, aligning your strategy with business goals can have a direct impact on how your organization grows, navigates challenges, and builds relationships. 

As a consultant at Nextant, I see how strategic communications can help organizations in both regions position themselves for growth, enhance their reputation, and manage change with confidence. 

Next Steps in Building a Strategic Communications Service

At Nextant, our strategic communications practice is just beginning, and we are in the process of defining what it can look like for our clients. For me, the journey is exciting because I see firsthand how effective communication can help organizations navigate complexity, achieve business objectives, and build lasting relationships with key stakeholders. 

If you’re looking to elevate your company’s communications efforts and align them with your strategic goals, I’d love to connect and explore how we can help. Together, we can build a communication strategy that drives results. 

Contact us  to explore how we can help your business achieve a great communication strategy together.