Communication strategy gets talked about a great deal, and then avoided almost as often. For many consultancies, communication strategy takes the form of answering questions such as, “What reporters would be most interested in writing about this client?,” or “Who will publish an article based on our client's latest white paper?,” or “How should the client's new web site be organized?” These are all important tactical questions. And they're easier to answer if the communication strategy has been clearly articulated.
Strategy is about planning communication that supports the goals of an organization in ways that leverage what makes the organization unique. Consider two hypothetical small businesses of the same size. Both sell office furniture to the federal government; both are located in the same Washington suburb. One is owned by a Caucasian husband and wife, the other by two Hispanic women. They need very different communication strategies.
Every client calls for a unique strategy. Trying to force-fit another organization's program can be disastrous. Stepping right into the tactics can at least yield tactical benefits. But if you want strategic business benefits from your communication efforts, pay careful attention to your communication strategy.