Magazine #7 by Tamara Edwards & Company

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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.

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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

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. STRATEGIC COMMS 101

table of

contents Pg. 24 Tamara’s Top Ten

Pg. 16

Pg. 10

Four Diagnostic Traps of Strategic Communications

The Strategic Communications Ecosystem

Pg. 24

Pg. 12

Build Your 12-Month Communications Calendar

The Monday Morning Test for Executive Leaders

Pg. 25

Pg. 12

About: Broad Shoulders

Strategic Communications: What it is

Pg. 14 Strategic Communications: How it Works

Pg. 29 Photos: Tamara Celebrates Eight Years in Businiess

editor

FROM THE

u o ot y from the desk of

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.

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.

TAMARA EDWARDS | TE & CO

This magazine is dedicated to the loyal friends and readers who fuel these conversations.

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 brand’s 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

strategic

THE FOUR PILLARS OF COMMUNICATION

01. KNOW THYSELF

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.

know thyself

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.

01. KNOW THYSELF

revel in the story

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.

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

4 PILLARS

The goal: Minimum viable, highest visibility.

The mantra: Work smart, not hard.

03. CULTIVATE 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.

be free but be

muscle memory

Great communications build a body of work that speaks for you. Communications is a tool for influence and a catalyst for change. Don’t get lost in a thousand tactics. Find what works for you.

That isn't a risk—it’s the opportunity. Enjoy it.

04. BE FREE, BUT BE

4 PILLARS

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 slide deck. 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

INSTITUTIONAL TRUST

VISIBILITY PUBLIC RELATIONS, EARNED, REACH, AND OWNED MEDIA AMPLIFICATION.

RELATIONSHIPS CREDIBILITY 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

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

WHAT IT IS

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:

bers, m e m m ea tners, tlients. r a p t h alue c the rig Attract and high-v

Stand out in an industry crowded with echoes.

Sharpen y into a reour executive pr cognizab o le signal.file Clarify a point of view that sticks.

unications Streamline external commen into a single, cohesive gine.

WHAT IT IS

How It Works the engine PART 02

Strat Comms HOW IT WORKS

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 decision-makers 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 humancentered, iterative problem-solving approach. Before you "blast" a message, run it through these steps:

EMPATHIZE

Ask, "How does my product or service benefit the end user's daily life?"

DEFINE

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 process-driven 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

HOW IT WORKS

2. Credibility (The "Trust") 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

Company mantras, all-hands emails, and the "why" behind the work. EXTERNAL COMMS

Digital media, newsletters, and social content that reinforces your signal.

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.

STRATEGIC COMMUNICATIONS

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 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.

The 4 Diagnostic HOW WELL-MEANING LEADERS ACCIDENTALLY SABOTAGE THEIR OWN COMMUNICATIONS ENGINE

STRATEGIC COMMUNICATIONS

the hit

Measuring performance by one-off media hits, and transi

THE REALITY

A single splashy headline spreadsheet, but it evapo Strategic value lives in momentum—quiet, consisten shape industry perception ov

s p a tr

chaser

y short-term press releases, ient viral moments.

might boost egos on a orates within 48 hours. 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.

THE HABIT Defaulting to generic corporate jargon because staying within the industry status quo feels "safe."

ht e 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

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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frothy milk

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chicago podcast stu dio

s ’ a r a m Ta Top li p p e

all things

Jason

gemini

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 PROFESSIONALLY-DRIVEN 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. 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

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STRATEGI STRATEG COMMS COMMS11

IN MAY OF 2026 FRIENDS, CLIENTS, AND PARTNERS OF TE&CO GATHERED AT BEATNIK WEST TOWN - CHICAGO 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.

o t s r e e ch

t h g i E ars e Y

g n i t n u o &c

MULTIMEDIA HANNAH SCHWEISS & ANDRES ORTIZ OF THE STUDIO CHICAGO, & TYLER FURLAN/ TFF PRODUCTIONS

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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