In the hustle and bustle of our day-to-day communications work, it is very tempting to measure the effectiveness of our role by the number of initiatives we can come up with or are working on. It gives the impression of progress. But what are these initiatives designed to achieve, and how are they bringing results for the organisation?
That’s where our strategy comes in. The phrase “communications strategy” is often used interchangeably with “communications plan” and “strategic plan” but do they mean the same thing? And if not, how are they connected?
In the simplest terms, a strategy is our blueprint. It sets out the direction in which we are headed. It helps us understand what it is we want to do and lays out the approach to achieving our overall organizational objectives. It captures broad intent and is flexible and open for adaptation and change when needed.
A communication plan, on the other hand, deals with specifics. At its most basic, a communication plan is a written account of an intended future course of action, aimed at achieving a particular goal within a predetermined timeframe. It details the tools or tactics we will use to bring our strategy to fruition. It specifies activities and tasks, and the timelines, resources and metrics assigned to them.
A strategic plan is still a plan, but it’s a long-term plan.
To summarize, strategies and plans go hand-in-hand. Without a plan, your strategy can’t move forward, and without a strategy, your plan has no direction!
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