Strategic communication starts with understanding organizational goals, says Sultan

The Diwaniya Al-Qalam Al-Thahabi in Riyadh hosted the launch of the book "Strategic Communication: Your Practical Guide from Theory to Application" by writer and strategic communication expert Abdulrahman bin Sultan Al-Sultan today, attended by a number of media and communication professionals.

During the event, Al-Sultan said the idea for the book arose from the need for specialized Arabic references on strategic communication, aiming to transfer professional experience and knowledge to new generations working in media and communication fields.

He explained that communication is no longer a secondary function within organizations, but has become a central and essential element for both individuals and institutions. He noted that the concept of "strategic communication" elevates the role of communication to align with an organization's overarching goals and contribute to achieving them.

Al-Sultan stressed the importance of keeping pace with rapid developments in communication through continuous training and knowledge sharing, highlighting the responsibility of experienced professionals to document and share their experiences with colleagues and future generations, thus contributing to the accumulation of professional knowledge and the advancement of practice.

He pointed to a gap he observed while working with trainees from various universities between academic offerings and the daily requirements of communication work, explaining that the book seeks to help bridge this gap by presenting knowledge in a concise and practical manner, avoiding excessive theorizing.

He added that the book is designed to simplify communication topics and summarize them in brief, easy-to-read sections, drawing on his experience writing articles of 400 to 500 words, to help readers move from theoretical concepts to practical application in the workplace.

Al-Sultan reviewed his career spanning more than 25 years in communication across government, private, and non-profit sectors, noting that the book originated from lectures and articles he wrote for Al-Riyadh newspaper before evolving into a work that combines professional experience with academic knowledge.

He noted that the book uses straightforward language and includes real-life stories of success and failure, as well as recent statistics, aiming to provide practical content to help specialists and enthusiasts apply strategic communication concepts.

Al-Sultan also discussed the transformation in communication work in Saudi Arabia in recent years under Vision 2030, emphasizing that the coming period places greater responsibility on professionals to deepen this transformation and establish communication as a core function within organizations.

He affirmed that documenting experiences and expertise is a key foundation for future development, expressing hope that the book will serve as an accessible practical reference for specialists and those interested, helping to transfer knowledge to new generations and raise professional standards.

Al-Sultan thanked Diwaniya Al-Qalam Al-Thahabi for hosting the signing event and supporting creative talents. He also extended his gratitude to Yasser Madkhali and Turki bin Abdulmohsen Al-Sheikh, Chairman of the General Entertainment Authority, for their support and encouragement.

The event included an open discussion with the author, covering several concepts of strategic communication, its practical applications, challenges facing practitioners, and the importance of aligning communication activities with strategic visions and goals.