30 Jan 2026

Why Strategic Communications Leadership matters more than ever

In a reflective piece, Breena Cooper, MPRII, Head of Strategic Communications at the Irish Architecture Foundation, explores why strategic communications leadership has become indispensable across all sectors. She highlights how today’s complex operating environments, amplified by rapid technological change and economic uncertainty, demand communicators who can provide insight, foresight and trusted strategic counsel.

In every sector I’ve worked across, from high-growth corporate environments to cultural and public-interest organisations, strategic communications is increasingly recognised as a leadership discipline. Organisations are operating in complex environments due to local and global pressures.

Communications leaders are not “shaping messages”, we are helping organisations navigate risk, build trust and make better decisions. The rapid adoption of AI has intensified this challenge, making human judgment, ethical decision-making and strategic clarity more valuable than ever.

In times of economic turbulence, communications and marketing budgets are often the first to be cut. However, in my experience, treating communications as a discretionary cost rather than a strategic investment is one of the most expensive mistakes leaders can make. Difficult operating environments are when strategic communications matters most. Organisations need a clear narrative, stakeholder intelligence and scenario planning to protect reputations and inform decision-making.

Deep audience understanding is one of our most valuable strategic assets. Real influence comes from insight, knowing what different stakeholders care about, how they make decisions and most importantly, how credibility, trust and authenticity cannot be bought, but is earned over time. This goes far beyond personas and channel plans. It is about cultural literacy, stakeholder intelligence and the importance of listening.

The ability to anticipate change, align leadership around a clear ambition and build a credible long-term story that people believe in is what distinguishes strategic advisors from tactical communicators. As our profession evolves, the most valuable communicators will be those who can operate at this level, interpreting context, shaping organisational judgement and helping leaders act with integrity in public.

Strategic communications is not defined by budget or sector. It is defined by the value it creates through trust, clarity and influence.