THE ROLE OF STRATEGIC COMMUNICATION IN DRIVING BUSINESS GROWTH IN THE DIGITAL ERA

Samenvatting

Abstract
This review article discusses how strategic communication fuels business growth. The modern communication environment has transformed with digital advancements leading through excess information availability and enhanced stakeholder power along with platform-based communication systems. Stakeholder communications are shifting from being a support function that reports to operations to a growth engine that builds competitive advantage. This article provides an overview of the literature on the components of strategic communication that drives growth in the digital era. This includes coordinated messaging, leveraging of data and analytics, and engaging across channels. The article also reviewed how strategic communication directly fuels growth through building brand equity, managing customer relationships, developing reputational resilience, and aligning the organization. Challenges such as information overload, crisis happen faster, and ethics are also highlighted. The article concludes by stating that organizations that will thrive into the future will have communication infused into their strategy as a core organizational competency.