Strategic Communication is the planned, researched, deployed, and monitored approach to sending and receiving messages and information to achieve measurable goals.
Whilst many people assume strategic communication to be a synonym for Public Relations, PR is just one facet of strategic communication. Strategic Communication is a broader umbrella that includes internal communication, research, monitoring, and evaluation of messaging and campaign implementation in order to communicate the right message at the right time, through the right channels, to the right audience, and using feedback from this process to achieve strategic goals.
Strategic Communication is an integrated, multi-disciplinary field encompassing many methods of communication, including branding, advertising, marketing, social media, public relations, media relations, as well as internal communications within organizations. Strategic Communication employs a range of methods to deliver clear, carefully targeted, purposeful, and effective message content intentionally, as well as a series of processes to monitor and evaluate effectiveness of such messaging.
Every business and organization needs strategic communication in one form or another and the field includes branding, health communication, integrated marketing, political communication, non-profit communication, social justice communication, corporate and organizational communication, risk communication, and crisis communication, among other areas.
Our 'Strat Comm' concentration within the B.A. in Communication is a comprehensive communication concentration blending traditional and digital communication skills, research methods, branding, evaluation techniques, and much more. The concentration will prepare you for a wide range of career paths in the thriving area of strategic communication and beyond.
Strategic Communication FAQ
Do I have to be a strong writer to be in the Strat. Comm. concentration?
Not every student starts as a strong writer but through practice, hard work and dedication, they will become stronger writers by taking the series of writing-focused classes in the Strat. Comm. concentration. If writing is a challenge for you, don’t let that deter you! We have wonderful resources on campus to help you including our Writing Center
I like Public Relations. Is Strategic Communication similar?
Yes! PR and Strategic communication are both important management functions in today’s workplace. We offer opportunities for students to study and practice PR and Strategic Communication at all levels in their studies.