A Guide for Journalists Navigating the World of Strategic Communication

For decades, journalism and strategic communication have been viewed as separate domains, each with its distinct principles and purposes. However, as the media landscape continues to evolve, the boundaries between the two are becoming increasingly fluid. Nowhere is this transformation more evident than in Bangladesh, where the demand for skilled communication professionals is growing, yet the field remains largely underdeveloped.

Rafe Sadnan Adel’s Journalism to Communication: The Bangladesh Perspective arrives at a crucial time, offering a much-needed guide for journalists who are looking to transition into public relations, corporate communication, and advocacy roles. Far from being a mere personal narrative, this book serves as a roadmap, equipping media professionals with the tools they need to navigate a changing industry.
A Changing Landscape in Bangladesh

Over the past two decades, Bangladesh’s media industry has experienced rapid expansion, with television channels, newspapers, and digital platforms providing around-the-clock news coverage. Despite this growth, strategic communication as a formal discipline has yet to gain the recognition it deserves. Many organizations—be it government bodies, corporations, NGOs, or universities—struggle to communicate effectively, often failing to manage public perception, respond to crises, or harness the power of digital media.

Unlike in the West, where corporate communication and media relations are well-established professions, Bangladesh remains in a developmental phase, with a glaring lack of structured messaging and media advocacy. This is where Adel’s insights prove invaluable, bridging the gap between the fast-paced world of journalism and the nuanced field of strategic communication.

Having spent years in the heart of Bangladesh’s media industry—working with renowned news outlets such as Somoy Television, Channel 24, ATN News, and Dhaka Tribune—Adel has a deep understanding of the demands of journalism. He knows the adrenaline rush of breaking news, the ethical dilemmas reporters face, and the challenges of delivering accurate, impactful stories. However, his transition into strategic communication, with leadership roles at North South University, BRAC, and the World Ovarian Cancer Coalition, has given him a rare perspective on how journalists can successfully pivot into the communication sector.

Journalism and Communication: Two Sides of the Same Coin
At first glance, journalism and communication may appear to be fundamentally different fields—one driven by neutrality and fact-finding, the other by shaping narratives and influencing public perception. However, Journalism to Communication makes a compelling case that these professions are more interconnected than they seem.

Adel argues that journalists already possess many of the essential skills required for strategic communication: the ability to craft compelling stories, manage crises, analyze audience perception, and engage with the media. Yet, for a successful transition, they must also develop expertise in areas such as corporate branding, institutional messaging, and media advocacy—elements that are often outside the scope of traditional journalism.

Through a structured approach, the book outlines how journalists can repurpose their investigative and storytelling skills to excel in roles such as corporate communication specialists, media strategists, digital content managers, and crisis communication experts. In Bangladesh, where media relations remain a challenge for many organizations, professionals with a journalistic background can play a crucial role in shaping narratives, maintaining transparency, and ensuring effective messaging.

Navigating Bangladesh’s Communication Challenges
A significant portion of the book is dedicated to addressing the specific communication challenges faced in Bangladesh. Adel critically examines how crisis communication is often mishandled, leading to misinformation, public distrust, and reputational damage for institutions. He draws from his own experience, particularly during the July Revolution at North South University, to illustrate how well-planned communication strategies can prevent crises from escalating and restore public confidence.

Another pressing issue in Bangladesh’s media environment is the rapid rise of digital platforms and social media. While traditional institutions struggle to adapt to the digital shift, misinformation spreads faster than ever, often unchecked. Adel highlights how journalists transitioning into communication roles can bring their expertise in fact-checking, audience engagement, and content strategy to help organizations navigate this new digital era.

A Practical Guide, Not Just Theory
What makes Journalism to Communication particularly valuable is its practical, hands-on approach. Rather than presenting abstract theories, Adel provides actionable insights on key aspects of communication, including:
•    Crisis Communication: Managing misinformation, protecting institutional credibility, and responding to public scrutiny.
•    Corporate Storytelling: Crafting narratives that resonate with audiences, whether for branding, public relations, or advocacy.
•    Media Advocacy: The role of communication professionals in ensuring accurate and responsible reporting on social issues.
•    Digital Strategy: Understanding Bangladesh’s evolving digital media landscape and leveraging it for effective outreach.

Through detailed case studies—such as his work managing global media relations at BRAC and advising international advocacy campaigns on ovarian cancer—Adel demonstrates how these strategies are applied in real-world scenarios, making this book an essential resource for professionals looking to make an impact.

Ethics in Strategic Communication
One of the most thought-provoking aspects of the book is its discussion on ethics. While journalism emphasizes objectivity and truth, strategic communication often involves shaping narratives to align with organizational goals. This shift raises critical questions: Can a journalist-turned-communicator maintain credibility? How can professionals ensure transparency while crafting persuasive messages?
Adel addresses these concerns with nuance, emphasizing that ethical responsibility should remain at the core of any communication strategy. This discussion is particularly relevant in Bangladesh, where corporate and political influence over media is a pressing issue. The book provides valuable guidance on how communication professionals can uphold integrity while effectively managing narratives.

A Roadmap for the Future
For journalists contemplating a career shift, Journalism to Communication is more than just a book—it is a roadmap to a future beyond the newsroom. It reassures media professionals that their skills are not only transferable but highly valuable in corporate and development sectors. Whether one’s interest lies in digital strategy, media relations, corporate PR, or advocacy, Adel’s insights offer a clear and practical pathway for success.

As Bangladesh’s media and communication industry continues to evolve, the need for skilled professionals who understand both journalism and strategic messaging will only grow. Journalism to Communication arrives at a pivotal moment, offering both a reflection on the country’s media evolution and a forward-looking guide for those seeking to make an impact beyond reporting the news.

A Must-Read for Bangladesh’s Media Professionals
With its blend of personal experience, industry insights, and practical strategies, Journalism to Communication is an essential read for journalists, communication professionals, educators, and policymakers. It not only bridges the gap between two fields but also paves the way for a new generation of communicators in Bangladesh who can shape narratives with integrity and purpose.

A timely, insightful, and indispensable guide—this book is a game-changer for Bangladesh’s evolving media and communication landscape.