{
  "id": 13829740,
  "title": "Why strategic communication is becoming a leadership competency",
  "url": "https://urgent.news/2026/10/12/why-strategic-communication-is-becoming-a-leadership-competency",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-12T00:07:06.000Z",
  "source": {
    "name": "New Straits Times",
    "slug": "new-straits-times",
    "url": "https://www.nst.com.my/business/insight/2026/10/1553405/why-strategic-communication-becoming-leadership-competency"
  },
  "original_language": "en",
  "account": "Strategic communication is evolving into a crucial leadership skill. A company's announcement of a digital transformation, for instance, often results in employee applause, only to have little impact six months later. This demonstrates the importance of employees understanding how strategic changes affect their work. Strategic communication is more than transmitting information; it provides context and meaning to employees, helping them grasp the 'why' behind decisions. In today's rapidly changing environment, driven by AI, digitalisation, and shifting customer expectations, employees require more than just information—they need context. Leaders must connect strategy, purpose, and action to create commitment rather than merely compliance. Nokia's struggle to act promptly amidst the smartphone revolution illustrates the risks of inadequate strategic communication. When leaders fail to communicate the urgency of change, competitors can quickly capitalize on the opportunity. Microsoft's transformation under Satya Nadella highlights the significance of communicating the 'why' behind strategic shifts. By clarifying the purpose behind changes, leaders can align the company's strategy with employees' expectations and create a culture of collaboration. Communication is no longer a one-way street; it must involve a two-way flow, allowing frontline employees to provide valuable insights and feedback. Leaders must not only make decisions but also explain the reasoning behind them. In the future, leaders must understand the 'why' behind their decisions, not just where the organisation is going. This holistic approach to strategic communication is essential for driving successful organisational change.",
  "summary": "A company announces a major transformation. The chief executive officer uses sophisticated but polished language and tells employees that the organisation will become more digital, agile and customer-focussed.",
  "key_points": [
    "Strategic communication evolves into crucial leadership skill",
    "Employees need context to understand strategic changes",
    "Leaders must connect strategy, purpose, and action"
  ],
  "editors_take": "Moving beyond simple information sharing transforms communication into a tool for driving genuine employee commitment and organizational agility during periods of rapid technological and digital disruption.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}