What is Strategic Communication?
Strategic communication involves distributing a message to a target audience in order to achieve a particular outcome.
In our readings and discussion in this module, we will consider how a strategic approach can be beneficial to PR practitioners developing communication campaigns. We’ll also look at the first stage of a strategic process, assessing:
The problem
The target audience
Communication resources that are available to PR practitioners (see the section below on communication theories, one type of resource that can serve as a helpful guide during the planning stage)
Relevant conditions that could impact the plan: Social, political, and/or economic
