Communication - Strategic vs Tactical

Communication

Communication is the actionable transfer of information from one person, group, or place to another by writing, speaking, or using a medium that provides a means of understanding. Every communication consists of a minimum of one sender, a receiver, and a message.

Effective communication is the ability to have a conversation with another person in an engaging way that is focused, consistent and offers value. Communicating effectively involves two or more people who can clearly express their intent and understand the focus or purpose of the conversation, while also allowing each person to get their point across.

Strategic vs Tactical

Imagine winning a chess game without a strategy or navigating a ship without a map. In both scenarios, success seems unlikely. Similarly, in the realm of communication, distinguishing between strategy and tactics is crucial for achieving your goals.

In communication, “strategy” and “tactic” are often used interchangeably, yet they represent distinct concepts. Understanding the difference between the two is vital for creating effective communication plans that deliver desired results.

Strategic Communication

A strategy is the overarching plan that defines the direction and goals of your communication efforts. It is a blueprint that outlines your long-term vision and the means to achieve it. Strategy answers the “why” and “what” questions: Why are we communicating? What are our objectives?

Your communication strategy should align with your organization’s vision and mission. This ensures coherence and consistency across all messaging. It is crucial to thoroughly understand your target audience. This involves demographic profiling, understanding their needs and preferences, and the best channels to reach them. Setting Specific, Measurable, Achievable, Relevant, and Time-bound objectives provides clear direction and benchmarks for success. It should be clear, compelling, and consistent across all communication channels.

Tactical Communication

Tactics, on the other hand, are the specific actions or steps taken to implement the strategy. They are your plan’s “how” and “when” components. Tactics are more short-term and flexible, designed to adapt to immediate needs and opportunities.

Tactics should break down the strategy into manageable actions that can be executed efficiently. Planning when each tactic will be implemented is critical for maintaining momentum and achieving timely objectives. Choosing the proper communication channels (social media, email, press releases, events) to reach your audience effectively. Continuously monitor the performance of your tactics and be ready to adjust them based on feedback and results.

Strategy and tactics are symbiotic; one cannot exist without the other. A strategy without tactics is merely a lofty idea without execution, while tactics without a strategy lack direction and purpose. For effective communication, both must work in harmony.