One the points of interest that I cover briefly in my posting about communication plan is the communication strategy as a part of a communication plan.
Communication plan and communication strategy are being used as steering documents in somewhat overlapping measures. To me, a communication plan is used when you have a defined project or part of operations that needs to be set in motion with the help of both strategical, tactical and operational communication decisions and actions. A communication strategy has a broader and more long-term scoop. It can cover an area for indefinite time, and it gives a direction and a guidance as to how to approach communication within this area – it does not entertain the execution of it.
The more elaborate communication plan will hold at least a strategic element, if not a fullscale strategy. It varies with the scoop of the plan and the complexity of the operations.
In those cases, try and keep strategy apart from tactics. It is not easy, and I have had many dialogues with peers, in order to set this straight in our plans.
Here are some fences for you to hold on to:
Strategy:
- Has a long-term focus: it is the overarching plan designed to achieve long-term goals. It focuses on identifying and positioning resources in a way that enables success in the long run.
- Takes a holistic perspective: it involves seeing the big picture, including goals, resources, competitive environment, and the overall direction of the organization or project.
- Flexibility: Strategic decisions are typically less detailed and more overarching. They are intended to be flexible and adaptable over time, considering changes in the external environment.
- Management Level: Strategic decisions are made by management levels within an organization and impact the overall direction and long-term goals of the entire organization.
Tactics:
- Has a short-term focus. They are geared towards achieving short-term goals and are more detailed than strategy.
- Has a detailed focus. Tactics involve focusing on specific actions, methods, and resources needed. It takes into account the concrete steps to be taken.
- Less flexibility: As tactic are more specific and detailed, they are less flexible than strategic decisions.
- Execution Level: Tactical decisions are made by professionals in charge of the execution of a project and are focused on optimizing performance within this specific project or area..
One of my mentors, a CCO that I reported to in the capacity of Communication Manager, had a saying she used in order to explain this:
“Strategy is to choose where the battle will take place. Tactic is to chose the weapons with which you fight.”
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