Not Your Mother’s Scientific Method: Personal Journey into Strategy
My journey into strategy has impacted my life in many ways. I don’t look at it just as a new tool in my arsenal, but an influence on how I communicate every day. It has changed the way I work, study, and connect with everyone in my life.
My first definition of strategic communication was extremely textbook, I was signing up to study the best ways to approach organizational goals to benefit everyone involved. However, as I started to work within strategy and media planning at large NYC agencies while studying the subject, I realized how impactful this area is.
One of its most appealing aspects to me is its parallel to the scientific method we all grew up on. Scientific research is essential in my eyes. It is supposed to be a space of study, interest, and lacks bias. I’ve always been an investigative journalist at heart, and when my undergraduate experience pulled me away from that, strategy ignited that same passion. I believe it goes hand in hand with scientific research at its core. We hold the same values and care in our approaches. Having published work, to me, has the same validity as a blue check mark. I still hold great value in hypotheses, observations, trials, and evaluations.
Research has always been presented to me as a way to expand knowledge, develop solutions, and improve aspects of life. I’ve always been one to ask questions, and research offered a warm embrace. By collecting evidence and insights we can expand our expertise within influential areas such as medicine, business, and policy.
Balancing graduate studies while managing a strategy and planning position has been both challenging and rewarding. The fast-paced nature of agency life, especially when working with a franchised brand, requires constant multitasking, quick decision making, and adaptability. Managing media plans, analyzing performance metrics, and refining campaign strategies are daily tasks, all while ensuring alignment with the brand’s goals and budget constraints.
At the same time, pursuing a master’s degree in strategic communication deepens my understanding of industry trends, audience insights, and emerging technologies. Coursework provides theoretical frameworks and case studies that can be directly applied to real world client strategies. Balancing work and study can mean late nights, early mornings, and a constant balance of deadlines. However, it also offers the advantage of learning concepts in class that can be tested in professional projects, providing a unique learning experience.
While the workload can get demanding, the experience promotes strength, efficiency, and critical thinking. Every project, whether academic or professional, contributes to a deeper understanding of media strategy and brand communication. The dual role of student and strategist not only improves skill but also allows me to apply for more competitive roles in the future.
My experience in strategy has changed not only my career but also how I communicate, think critically, and interact with the world. What began as a textbook understanding of strategic communication developed into an understanding of its influence. It can shape public perception, media narratives, and even policy decisions. Working in strategy and media planning at an agency while pursuing a master’s degree has strengthened the importance of research, evidence, and ethical communication. Much like the scientific method, strategic communication relies on hypotheses, testing, and evaluation to craft impactful messaging. This critical approach mirrors investigative journalism, as both a way to find truth through data and storytelling. The connection of media framing and public policy is captivating, I’m interested in how messages are structured and can shape society and drive legislation.