Organizational change is inevitable — and when it occurs, employees look to their leaders for guidance. As an organizational leader, being able to apply tenets of both adaptive leadership and agile methodology can transform communication planning by making it more flexible, responsive, and effective. From there, leaders can empower their teams to better respond to change, manage crises, and connect authentically. What is adaptive leadership in a strategic communication context, exactly, and how can it be used alongside agile communication in organizational leadership?
Some examples of the career-ready courses you'll complete in this program include:
If you are seeking a degree program that prepares you for modern communication challenges while helping you build adaptive and agile leadership skills, consider pursuing a graduate-level strategic communication degree from the University of Minnesota. Our MA in Strategic Communication is designed for working professionals in advertising, public relations, and other communications roles who are looking to advance in their careers while becoming more capable and adaptable leaders.
Get in touch to learn more about this program, or get started by applying today. You can also sign up to attend an online information session here!
What Is Adaptive Leadership?
Adaptive leadership theory emphasizes flexibility among teams. Thus, adaptive leaders prepare their teams to tackle complex challenges with creative problem-solving, responsiveness, and empowerment — which differs significantly from more "traditional" leadership approaches, where employees wait for directives from higher-ups.Why Adaptive Leadership Matters in Communication
In the world of strategic communication specifically, the practice of adaptive leadership is critical because leaders and their teams always need to expect the unexpected. In addition to responding to the constantly evolving media landscape, leaders and their teams may need to navigate crises and unexpected public relations (PR) issues as they arise. Meanwhile, adaptive leaders may be more effective at leading diverse, multi-generational teams with different expectations.Key Traits of an Adaptive Leader
What does it mean to be an adaptive leader, anyway? Typically, these leaders maintain a high degree of emotional intelligence and are able to understand not just their own emotions but also those of others. Alongside this self-awareness, adaptive leaders maintain a willingness to experiment and learn from feedback, accepting that they aren't always in the right. Finally, adaptive leaders are motivators able to empower and inspire others to solve problems creatively and collaboratively.What Is Agile Methodology?
Strategic communicators and organizational leaders can also benefit from adapting the agile method, a project management approach originally created for the world of software development. Today, it can be applied to many organizational contexts, with its emphasis on core principles such as iterative progress, continuous improvement, and cross-functional communication.Agile Values and Mindset
One of the key components of agile is a focus on responding to change and remaining adaptive, rather than following a rigid plan. This methodology values individuals and interactions more than processes and tools as well as customer collaboration over contract negotiation. With this flexible mindset, teams and their leaders can be better prepared to handle whatever challenges may be thrown their way.3 Benefits of Agile Methodologies for Communication Professionals
When you're in a strategic communication role, applying the agile methodology can benefit you and your team in a number of ways. So, what is agile methodology put into action?Faster, More Flexible Responses to Change
Agile empowers communication teams to adapt quickly to new information as it arises, such as shifting public sentiment or even emerging crises. From there, teams can adjust strategies and messaging in real time to stay effective and relevant — rather than relying on rigid, long-term plans that may not be suitable for every situation.Stronger Audience Engagement Through Continuous Feedback
Part of the agile methodology also means relying on continuous feedback loops for iterative growth and constant improvement. Incorporating this feedback, strategic communicators can better understand what resonates with their audience, which can result in more personalized and informed messaging that deepens relationships while building trust.More Innovation and Team Collaboration
In the agile framework, cross-functional collaboration and iterative experimentation are highly valued. Strategic communication professionals may be encouraged to test out new ideas, refine existing campaigns, and cultivate a culture of shared ownership over their work. The result? More creative solutions and stronger outcomes that couldn't be achieved individually.Applying Agile to Communication Planning
What does it look like to apply the agile methodology to strategic communication planning? Below are a few strategies and best practices you might consider applying to your work.Iterative Campaign Development
First, take a step back and look at your current campaigns. Do they tend to operate on more of a "set it and forget it" approach? By moving away from one-time campaigns to campaigns with continuous feedback and improvement, you may be able to refine and optimize your results.Cross-Functional Collaboration
Closely examine your teams and how they work together, too. In the agile methodology, leaders and strategic communicators work closely with creatives, data analysts, and leadership to create shared ownership of messaging and outcomes. This sense of shared responsibility and a collaborative approach can result in better outcomes and greater cross-functional work that spans numerous different departments.Building and Testing Prototypes
Agile leaders should also get into the habit of using pilot messages, A/B testing, and small-scale launches to gather as much data from audiences as possible before the official roll-out of any new campaign or strategy. This makes it possible to narrow down areas for potential improvement while gathering valuable feedback.Incorporating Feedback Loops
Speaking of feedback, agile leaders are constantly looking to collect and incorporate real-time feedback from audiences and internal stakeholders alike. In doing so, they can make rapid adjustments as needed to aspects such as tone, visuals, and delivery channels in the communication their teams put out.Adaptive Leadership Meets Agile: A Strategic Communication Approach
Both the agile method and the adaptive leadership style can synergize to yield a strategic communication approach that empowers teams, fosters innovation, and strikes a balance between stability and flexibility in the contemporary workplace.Leading Through Change
When agile and adaptive methods are applied to strategic communication teams, these teams can be guided through rapid shifts in priorities, public sentiment, and organizational goals that may occur with little to no warning. This might be the case, for example, in crisis communication — where a sudden PR disaster requires teams to pivot and respond quickly.Empowering Teams and Fostering Innovation
Adaptive leaders following the agile approach also focus on creating an environment where team members feel safe to suggest and experiment with new ideas, which can lead to new and exciting innovations. This approach requires leaders to consciously recognize and reward both adaptability and creative problem-solving among teams, encouraging members to speak up and voice their own creative solutions.Balancing Stability and Flexibility
Lastly, applying a strategic communication approach that blends adaptive and agile leadership helps to maintain core brand values and messages while still allowing for some tactical agility. This, in turn, can empower teams to set a clear vision to avoid unwanted "message drift" without becoming so rigid that creativity is limited.How UMN's Professional MA in Strategic Communication Prepares You
For those interested in becoming a more adaptable and agile leader, the Master of Arts (MA) in Strategic Communication program at the University of Minnesota (UMN) may be a good fit. Offered through the Hubbard School of Journalism and Mass Communication, this career-focused program can prepare you for roles in strategic communication, leadership, and beyond.Coursework Aligned with Modern Leadership Needs
The coursework in our graduate-level strategic communication degree program is aligned with the needs of today's leaders, giving you the opportunity to develop your leadership, strategic problem-solving, and communication planning skills through experiential learning opportunities and case-based approaches.Some examples of the career-ready courses you'll complete in this program include:
- Strategic Communication Research and Evaluation
- Business Fundamentals for Strategic Communication
- Brand Management
- Strategic Communication Theory
- Digital Planning, Strategic, and Analytics
- Writing and Planning for Converged Media
- Strategic Communication Leadership
Faculty and Industry Connections
Additionally, completing UMN's master's in strategic communication program also means having the opportunity to learn directly from experienced professionals who have led agile communication teams themselves. With access to real-world insights and evolving best practices, you can emerge more equipped to tackle the challenges of the industry. Specifically, our faculty comprises a mix of UMN professors and professionals who work in the Twin Cities agency community and bring real-world client situations and case studies directly into the classroom.Building Skills for Today's Communication Challenges
Modern communication challenges require a strong sense of resilience and creative problem-solving — both of which are covered extensively in UMN's MA in Strategic Communication curriculum. In this graduate-level program, you'll learn to analyze and pivot communication strategies effectively while preparing for fulfilling leadership roles in dynamic, fast-paced environments. This graduate strategic communication degree can be an excellent choice for current leaders looking to improve their skills as well as working professionals who aspire to advance into leadership roles in public relations, consulting, advertising, and similar industries.Learn More About UMN's MA in Strategic Communication
When adaptive leadership meets the agile approach, teams can be empowered to react swiftly to change and solve complex problems collaboratively. Of course, leading with these two methodologies at the forefront can be easier said than done.If you are seeking a degree program that prepares you for modern communication challenges while helping you build adaptive and agile leadership skills, consider pursuing a graduate-level strategic communication degree from the University of Minnesota. Our MA in Strategic Communication is designed for working professionals in advertising, public relations, and other communications roles who are looking to advance in their careers while becoming more capable and adaptable leaders.
Get in touch to learn more about this program, or get started by applying today. You can also sign up to attend an online information session here!
