Sponsored: Canadian company develops table of strategic communications elements

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TORONTO-based company THINK DIFFERENT[LY] Communications has developed a standard model of integrated strategic communications that codifies each discipline and organises them in a hierarchy.

The model, S.C.I.E.N.C.E, has resulted in the development of a scientific periodic table of elements. It demonstrates how public relations is a strategic management function and how each discipline integrates strategically. 

“After years of research, which has included building models, tools and resources that enable the model to be used organisation-wide, S.C.I.E.N.C.E. now provides a way for all communications practitioners to develop testable strategic hypotheses, run structured strategic experiments that use established control models, and measure the organisational impact of the work they do,” said Lyndon Johnson, founder of THINK DIFFERENT[LY] Communications. 

Johnson and his team drew inspiration from established methodologies like Steve Blank’s Customer Development Method, Eric Ries’s Lean Startup and Rita Gunther McGrath’s Assumption-based planning methodologies as they developed their theory. The work also included developing visual tools inspired by Alex Osterwalder’s Business Model Canvas to test their hypotheses.

“We started with an assumption that the “build, measure, learn” approach detailed in Eric Ries’s book The Lean Startup could be something that might help entrepreneurs to build more effective strategies. As we continued to research and experiment it became clear that it could also help communications professionals solve many of the challenges they face – particularly demonstrating the business impact of the work they do.”

In order to build testable models, Johnson said it was necessary to identify the core strategic elements of each discipline, using academic theory from the likes of McCarthy, Kotler, Culliton, Hoey, Sinek and Bernays, and operationalised best practice. The result is a table of strategic communications elements that allows any strategy to be built, tested and measured in a scientific way.

“This is a game-changer,” says Kathy Sebuck, chief strategist and founder of Marchitecture Marketing Strategies, LLC. “It’s the Holy Grail for strategic communicators.”

For further information, visit: https://thinkdifferently.ca/thescienceofcomms