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STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101 WHAT IT IS AND HOW IT WORKS STRATEGIC COMMUNICATIONS 101
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STRATEGI STRATEG & COMMS COMMS11 STRATEGIC COMMS 101 BONUS
BUILD YOUR 12 MONTH
COMMUNICATIONS CALENDAR
04 AGREEMENTS
of Effective Communications
What it is How it works
TO MY MOTHER, WHO TAUGHT ME EVERYTHING I KNOW ABOUT MEANINGFUL RELATIONSHIPS. I S S U E
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STRATEGIC COMMS 101
BE YOU. BE VALUED. BE NEXT.
Your Seat Awaits A one-day experience designed to make you seen, heard, and valued. Visibility Accelerator
PERSONALBRANDINABOX/ACCELERATOR
STRATEGIC COMMUNICATION IS THE PURPOSEFUL AND INTENTIONAL USE OF COMMUNICATION BY AN ORGANIZATION OR ENTITY TO ADVANCE ITS MISSION, ACHIEVE SPECIFIC GOALS, AND ALIGN MESSAGING WITH CORE VALUES. IT SERVES AS AN UMBRELLA TERM THAT INTEGRATES TRADITIONALLY SEPARATE FIELDS—SUCH AS PUBLIC RELATIONS, CORPORATE COMMUNICATION, AND BRAND MANAGEMENT—INTO A SINGLE, COHESIVE FRAMEWORK.
TO MY MOTHER, WHO TAUGHT ME EVERYTHING I KNOW ABOUT MEANINGFUL RELATIONSHIPS. I S S U E
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STRATEGIC COMMS 101 STRATEGIC COMMS 101
Table of Contents Pg. 21
Pg. 10 The Strategic Communications Ecosystem
Pg. 12 Strategic Communications: What it is
Pg. 16 Pg. 11
Four Diagnostic Traps of Strategic Communications
The Monday Morning Test for Executive Leaders
Pg. 22 Pg. 14 Strategic Communications: How it Works
Tamara’s Top Ten
Pg. 24 Build Your 12-Month Communications Calendar
About: Broad Shoulders
Pg. 26 Photos: Tamara Celebrates Eight Years in Businiess
From The Editor,
u o y to
from the desk of
I
f you are reading this, you are already ahead. Every single leader I speak with asks the same fundamental question: How do we tell our story and make ourselves more known? Strategic communications is the glue that holds an organization together. It is the single, unified voice that defines who you are to the world.
The rise of strategic communications traces back to the 1950s with the emergence of radio and television mass media—giving birth to public relations. By the 1980s and 1990s, the focus shifted heavily toward marketing and business growth. Today, strategic communication centers on trust, reputation, and visibility. It is a first impression, or as my good friend Madeline Fetterly puts it, our modern "town square." As a practitioner in this field and an avid student of the discipline, I, alongside my clients, have narrowed down a methodology that streamlines strategic communications for today's business and industry leaders. This magazine is dedicated to the loyal friends and readers who fuel these conversations. Strategic communications, put very simply, is the practice of creating visibility, credibility, and relationships.
01. Visibility Being seen by the right people at the right time.
02. Credibility Ensuring that when you are seen, you are trusted.
03. Relationships Moving beyond transactions to build lasting connections.
Perception is high-stakes. While 86% of leaders blame poor communication for organizational failure, most still treat "comms" as a luxury. Strategic communications is your brands nervous system. It ensures every message—from internal memos to global headlines—aligns with your strategic goals. Without it, you aren't just quiet; you’re fragmented. Stop viewing communication as an afterthought. Start treating it a vital function of how you do business. TAMARA EDWARDS | TE&CO.
FOUR AGREEMENTS of STRATEGIC COMMUNICATIONS
0 1. KNOW THYSELF
STRATEGIC COMMUNICATIONS
02. REVEL IN THE STORY
03. CULTIVATE MUSCLE MEMORY
04. BE FREE, BUT BE
4 PILLARS
Strategic communications is fast and furious—if you let it be. But it is also a fundamental way of thinking. Explore the TE&Co. Four Agreements of Communications below. These are more than mere concepts; they form a disciplined architecture designed to be seamlessly integrated into your daily leadership and organizational strategy.
Authenticity requires deep reflection: centering on core values and philosophy, while taking a close look at yourself as a leader, company, mission, and vision. To find the signal, you must first scrape away the noise and recalibrate your senses.
know thyself
01. KNOW THYSELF The Foundation
What do you say to not only prove you exist, but to showcase your core expertise, key differentiators, and the why behind your work? Show us. Tell us. Make it unforgettable. We weave visuals and storytelling into every facet of communication, transforming your "special ingredients" into the heart of everything you do.
02. REVEL IN THE STORY The Raw Material
revel in the story
Great communications build a body of work that speaks for you. It’s a practiced skill, a tool for influence, and a catalyst for change. Don’t get lost in a thousand tactics. Instead, find what works for you and stay disciplined. The goal: Minimum Viable, Highest Visibility. The mantra: Work smart, not hard.
03. CULTIVATE MUSCLE MEMORY The Practice
muscle memory
If we had it our way, every warning label would tell you the truth: moving past the fear is part of the process. Because here is what happens when you truly show up: Others will judge. Others will take notice. Others will form their own opinions. That isn't a risk—it’s the opportunity. Enjoy it.
04. BE FREE, BUT BE The Permission
STRATEGIC COMMUNICATIONS
be free, but be 4 PILLARS
THE STRATEGIC COMMUNICATIONS ECOSYSTEM
INSTITUTIONAL TRUST
VISIBILITY PUBLIC RELATIONS, EARNED, REACH, AND OWNED MEDIA AMPLIFICATION.
CREDIBILITY
RELATIONSHIPS
EXECUTIVE POSITIONING, THOUGHT LEADERSHIP, BRAND NARRATIVE.
INDUSTRY & STAKEHOLDER RELATIONS, MEDIA RELATIONS, COMMUNITY & CLIENT PROXIMITY
GOVERNANCE
INTERNAL ARCHITECTURE
CRISIS COMMUNICATIONS, BRAND STANDARDS, COMPLIANCE, POLICY.
CULTURE, HUMAN CAPITAL, HR POLICY & CHANGE MANAGEMENT
STRATEGIC COMMUNICATIONS
ECOSYSTEM
The Monday Morning Test for executive leaders
“If our brand completely vanished from the market tomorrow morning, what is the single, irreplaceable point of view our industry would actually miss?” If the room defaults to generic feature lists, customer service promises, or corporate platitudes, you have work to do. True category leaders possess a distinct, memorable stance that leaves an observable void when silent.
Building a compounding brand asset doesn’t start with a multi-million-dollar rebrand—it starts with immediate, disciplined operational alignment.
"SIGNAL-TO-NOISE" AUDIT
Look at your last five external messages —from your latest press release and CEO LinkedIn post to your customer newsletter and board deck slide. Place them side-by-side on a wall. Ask yourself: Are these five touchpoints broadcasting a single, unmistakable signal—or are they five scattered, disconnected noises? If your own leadership team can’t identify the unifying thread, your market certainly hasn't.
THE "DISAPPEARANCE QUESTION"
At your next leadership meeting, bypass the standard quarterly metrics and pose one non-negotiable question to the room: MONDAY MORNING TEST
Strat Comms What it is WHAT IT IS
STRATEGIC COMMUNICATIONS
PART 01
WHAT IT IS
“ ”
We will be offboarding you next week. Thank you, and we wish you all the best.”
Full stop. I sent that message to a CEO after a persistent pattern of distrust toward the strategic communications process. It was a necessary line to draw. Unlike marketing, strategic communications rarely offers a single, transactional "moment." It is a compounding asset—one that grows over time to expand opportunities for you and your organization. The hundreds of partners who haven’t —and likely never will—receive an exit message from me are those who embrace a fundamental truth: Strategic communication has its own pace. It doesn't always move at the speed of other business cycles, and it isn't always about volume or output. Instead, it is the continuous refinement of your narrative and how you show up in the world.
STRATEGIC COMMUNICATIONS
Beyond the Transaction Sure, the ROI can be short-term and transactional — think purchase orders, new clients, and traditional wins. But true strategic communication goes beyond what can be quickly measured on a spreadsheet. It creates a Category of One. When you stop chasing the next 'hit' and start investing in the narrative, you start leading with purpose. The Compounding Effect When you commit to the process, you don't just "send messages." You: team Attract the right partners,clien ts. and high-value
Stand out in an industry crowded with echoes.
members,
file Sharpen your executive pro into a recognizable signal. Clarify a point of view that sticks.
ications Streamline external commun into a single, cohesive engine. WHAT IT IS
How It Works the engine PART 02
Strat Comms HOW IT WORKS
If
2. Credibility (The "Trust")
Part I is the why, Part II is the engine.
Strategic communication isn’t magic; it’s a deliberate, three-stage, disciplined architecture. When these three layers align, change occurs. You start commanding the room. 1. Visibility (The "Reach") This is your Top-of-Mind factor. You can have the most disruptive product or the most vital message in the world, but if the right decisionmakers don’t know you exist, your impact is exactly zero. This is targeted exposure— positioning your signal where the buyers, investors, and talent are already listening. The "How-To:" To achieve visibility that sticks, you must adopt a human-centered, iterative problem-solving approach. Before you "blast" a message, run it through these steps:
Visibility without credibility is a liability. If you have a massive platform but no substance, you aren’t a leader—you’re just "famous for the wrong reasons." You don’t demand credibility; you earn it through the Three Pillars: 01. Consistency (showing up), 02. Validation (third-party proof), and 03. Delivery (keeping the promise). The "How-To": Define Your "Core Four." What are 4 things you want people to know about you or your brand? Once you define these, bake them into every touchpoint:
THE BOARD ROOM
Professional presentations and introductory slides that lead with storytelling.
INTERNAL COMMS
EMPATHIZE
Company mantras, all-hands emails, and the "why" behind the work.
Ask, "How does my product or service benefit the end user's daily life?"
EXTERNAL COMMS
DEFINE
Digital media, newsletters, and social content that reinforces your signal.
Narrow the focus. Ask, "What are the specific, unmet needs of those impacted by this?" IDEATE
Broaden the lens. Ask, "What are all the possible ways I can support this industry or community for the better?" PROTOTYPE
Turn ideas into testable versions—a processdriven service, a pilot program, or a tangible product. TEST
Go to market. Evaluate the solution with real users and refine it in real time.
STRATEGIC COMMUNICATIONS
3. Relationships (The "Longevity") This is where we move from the "one" to the "many." True strategic communication shifts the dynamic from a transaction to a relationship. It is the glue that ensures you aren't just a choice, but a preference. The "How-To": Engage Beyond the "Big Ask." How do you engage an audience when you aren't trying to close a deal? It can be as simple as a handwritten "thank you" or as complex as a curated industry gathering. Ask yourself, "What would mean the most to my audience to show them appreciation and build proximity without a direct sale?" Stop pitching and start providing value.
HOW IT WORKS
the megaphone
THE HABIT
Treating strategic communications as a tool to shout after a major business decision has already been made.
the hit THE HABIT
THE REALITY Real communication strategy isn't damage control or window dressing. If your comms lead isn't at the table while decisions are being framed, you aren’t executing a strategy—you’re just asking someone to clean up or shape up after the fact.
Measuring performance by one-off media hits, and trans
THE REALITY
A single splashy headline spreadsheet, but it evap Strategic value lives in momentum—quiet, consisten shape industry perception ov
The 4 Diagnostic HOW WELL-MEANING LEADERS ACCIDENTALLY SABOTAGE THEIR OWN COMMUNICATIONS ENGINE
STRATEGIC COMMUNICATIONS
s p tra
TRAPS
chaser
y short-term press releases, sient viral moments.
e might boost egos on a porates within 48 hours. n compounding narrative nt signals that permanently ver time.
the delegator
THE HABIT
Treating your chief communications strategist as a tactical subordinate or a "task-rabbit" who simply formats slides and approves copy.
THE REALITY Trust is the primary currency of the modern executive economy. When you downgrade your comms partner to an order-taker, you strip them of authority, leaving your brand’s public signal timid, fragmented, and weak. Or worse, messy.
THE HABIT Defaulting to generic corporate jargon because staying within the industry status quo feels "safe."
the copy cat
THE REALITY If your brand sounds like everyone else, you aren't building a category— you're just contributing to the background noise. Safe communication guarantees invisibility. Moving past the fear of judgment is the cost of entry for building a recognizable signal.
TRAPS
STRATEGIC COMMUNICATIONS
MONDAY MORNING TEST
municati your communications
your toolbox
your why
STRATEGIC COMMUNICATIONS
WHAT IT IS
Strategic communication requires a partner, partner, It requires a leader who understands that trust is the currency of the modern economy. You have a choice. You can continue to chase the next transaction, or you can build the engine that guides momentum toward the inevitable.
not a subordinate.
HOW IT WORKS
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BROAD SHOULDERS A PLACE FOR HIGH-PERFORMING WOMEN.
BROAD SHOULDERS IS A COLLECTIVE OF AMBITIOUS HIGH PERFORMING WOMEN WHO BUILD EACH OTHER UP, STRENGTHEN CONNECTIONS, AND ENHANCE CONVERSATIONS. CURATED EXPERIENCES, POP-UPS, AND PROGRAMMING FOR PROFESSIONALLYDRIVEN WOMEN.
THE BROAD SHOULDERS PODCAST EDUCATION & EVENTS DINEAROUND SERIES EXPERT INSIGHTS & MORE
BEBROAD.LIFE
Build Your 12 Month Strategic Communications Calendar As you look ahead to the next 12 months, use this guide to architect your strategic communications calendar.
STEP 1: CENTER IN CLARITY Find the root of your why. Why do you do what you do? Why this product or service? As a result of this time and effort, what is the ideal impact or outcome you want to create? Why does it matter?
STEP 2: DEVELOP KEY MESSAGING Fill in the blanks to define your foundational narrative:
AS A RESULT OF MY WORK WE DO THIS WORK BECAUSE I CARE ABOUT BECAUSE OF MY EXPERIENCE
WHEN YOU COMMUNICATE THROUGH THE LENS OF YOUR VALUES, OTHERS LISTEN. YOU MOVE BEYOND SIMPLY SELLING AND BEGIN TRULY CONNECTING.
STEP 3: LIST OWNED MEDIA CHANNELS Make a list of all current and potential places your brand will show up—both online and offline.
calendar Examples: The Boardroom, LinkedIn, Industry Conferences, Podcasts, Keynote Speeches, Company Newsletters.
STRATEGIC COMMUNICATIONS
BLUEPRINT
STEP 4: STUDY YOUR AUDIENCE “Empathize with the end user.”
WHAT’S ON THEIR MIND WHAT DO THEY NEED THAT WE CAN DELIVER? HOW CAN WE ADD VALUE TO THEIR NEEDS?
STEP 5: DEVELOP A SINGLE CALL TO ACTION DEFINE THE ONE CLEAR, PRIMARY STEP YOU WANT YOUR AUDIENCE TO TAKE NEXT.
FINAL REFLECTION What are 4 ways you can engage with different audiences while centering on your core values and delivering real value to their needs?
Q1 Q2 Q3 Q4
TAMARAEDWARDS.CO
BLUEPRINT
cheers to
Eight ars Ye
& counting
IN MAY OF 2026 FRIENDS, CLIENTS, AND PARTNERS OF TE&CO. GATHERED AT BEATNIK WEST TOWN FOR AN EVENING OF CONVERSATION AND COMMUNITY TO CELEBRATE THE MILESTONE OF 8 YEARS IN BUSINESS. A SPECIAL THANKS TO THOSE NEAR AND FAR WHO JOINED US IN CELEBRATION.
PHOTOGRAPHY HANNAH SCHWEISS & ANDRES ORTIZ, & THE STUDIO CHICAGO
STYLING MARINA MCROBERTS (HAIR), ADAM DOWNS (MUA), & GEORGE RAMIREZ
DESIGN JESS ZAMBO, ON BRAND MARKETING, & BROOKE & MORTAR
COPY EDITOR ELKA CAROLL
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