For the uninitiated: Not all communication is strategic. 🎯 While all forms of communication aim to inform, entertain, or persuade, strategic communication is rooted in purpose, audience insight, and long-term impact.
It’s not just about “sending a message”—it’s about moving people to action in a way that aligns with broader goals. That’s one of the reasons why policy shakes hands with strategic comms — I will discuss this another time.
Since I’m currently doing a lot of public health work, I’ll limit my discussion of strategic comms to how it relates to public health. In public health, the difference between strategic communications and other kinds of communications is critical.
Strategic communication doesn’t just raise awareness about health issues—it’s designed to change behaviors, shift mindsets, and build trust. It considers the social, cultural, and emotional context of the audience. It’s the reason why some campaigns save lives and others just make noise.
What sets strategic communication apart? Clarity of purpose, evidence-based messaging, long-term nature, a deep understanding of audience behavior, and the ability to listen and adapt. It’s intentional, data-driven, and measurable. And it knows that timing, tone, and trust are everything.
So next time someone says, “just send out a message,” remember: strategic communication isn’t just about what you say—it’s about why, how, when, and to whom you say it. That’s how real change begins.
#StrategicCommunications #PublicHealth #HealthComms #BehaviourChange #CommunicationsStrategy #PurposeDriven #TrustBuilding #HealthEquity #DigitalHealth #AudienceInsight #PublicHealthLeadership
