Although the concepts are often confused, strategic communication and communication strategy serve different but complementary roles in an organizational context. Understanding this difference can enhance the effectiveness of a company’s communication efforts.

What is strategic communication?  

Strategic communication involves aligning all actions within the communication area with the organization’s objectives. It is a continuous and planned process that seeks not only to transmit information but also to engage audiences, strengthen the company’s image, and support the execution of its mission and vision. It takes into account the environment in which the organization operates, addressing both internal and external factors to ensure that messages are contextually appropriate.

What is communication strategy? 

The communication strategy is more specific. It entails detailed planning on how to achieve the goals established by strategic communication. This process begins with an assessment of target audiences, suitable channels, and the messages that need to be conveyed. Based on this analysis, it guides the development of action plans, timelines, and metrics to evaluate the success of initiatives.

While strategic communication defines the overall objective, the communication strategy outlines the pathways to achieve that objective, considering the best ways to connect with audiences and ensure that the message is understood.

In summary, strategic communication defines the “why” behind communication actions, detailing the motives and goals. In contrast, the communication strategy focuses on the “how,” specifying the planning required for these actions to yield results. By distinguishing between these two aspects, an organization can execute its actions more systematically and with greater impact.