What Makes Communications Strategic?
Understanding the Core of Strategic Communications
In a world saturated with messages, being heard is no longer enough. To make an impact, communication must be strategic, purposeful, aligned, and outcome-driven.
At our consultancy, we often get asked: “What exactly is strategy in strategic communications?”
Here’s how we define it, and why it matters more than ever.
Strategy: The Compass Behind Every Message
Strategy in communications is not just about planning; it’s about positioning. It’s the intentional design of messages, channels, and timing to influence perception, drive behavior, and support broader organizational goals.
Too often, as communicators, we’re brought in at the end of a process and asked to “just write a press release.” But a press release without a strategy is like a headline without a story. It may inform, but it rarely inspires or drives meaningful action or evokes any emotional connection with the brand. Strategic communication asks: What are we trying to achieve? Who needs to hear this? And how does this message fit into the bigger picture?
It’s the difference between broadcasting and connecting. Between reacting and leading.
What Makes a Communications Plan Strategic?
A communications plan becomes strategic when it checks these boxes:
It begins with insight: Grounded in research, audience understanding, and context.
It aligns with purpose: Every message supports a business, policy, or social objective.
It defines success: With measurable outcomes, not just outputs.
It’s proactive: Anticipates risks, opportunities, and stakeholder dynamics.
It integrates: Messaging is consistent across platforms, departments, and audiences.
If your plan doesn’t answer the “why” behind the “what,” it’s not yet strategic.
In communications, it’s easy to get caught up in deliverables/push communications: press releases, social media posts, newsletters, stakeholder emails, etc... But strategy demands that we pause and ask: Why are we communicating this? What change are we trying to create? Without that clarity, even the most polished message risks becoming noise.
A strategic plan connects every tactic to a purpose. It’s not just about what we’re saying, it’s about why it matters, who it’s meant to reach, and how it contributes to a larger goal. When the “why” is missing, communications become reactive, fragmented, and often ineffective. But when the “why” is clear, every message becomes a lever for impact.
What sets us apart as Strategic Communicators
At LNEK Consulting, we don’t just write press releases or manage social media. We help organizations navigate complexity, build trust, and shape narratives that matter.
Working on Uganda’s oil project was no ordinary communications assignment; it was a national conversation. The project was complex, high-stakes, and deeply scrutinized by multiple stakeholders: government, communities, employees, civil society, and international observers.
Our roles as communicators on the project were to bring clarity to complexity. We collaborated closely with various partners to develop a communications approach that was not only informative but also strategic and inclusive. We helped shape a narrative that reflected the project’s long-term vision for Uganda’s energy future, while also addressing concerns, managing expectations, and building trust across diverse audiences.
Through this work, we saw firsthand how strategic communications can bring a vision to life not just by telling a story, but by aligning that story with purpose, people, and progress.
Strategic communicators are not just storytellers; we are advisors, analysts, and architects of influence.
The Building Blocks of Strategic Communications
Every strategic communications plan we design includes:
Audience Intelligence – Who are we speaking to, and what drives them?
Message Architecture – What do we want them to know, feel, and do?
Channel Strategy – Where will our message resonate most?
Timing & Sequencing – When and in what order should we engage?
Measurement & Learning – How will we know we’ve made an impact?
In today’s fast-moving world, communication without strategy is noise. But with the right strategy, communication becomes a catalyst for change, for growth, for leadership.
If you're ready to elevate your communications from tactical to transformational, let’s talk.