Difference between Strategy and Planning in Communications

Introduction

Understand the difference between strategy and plan: a strategy is an approach (including how), while a plan comprise the tactics; your strategy should be reflected in your tactics.

“…Strategic thinking lifts you up out of the tactics and channels and into creating experiences and journeys to help your communication to resonate with your audience……plan ……this is usually a line-by-line list of what you will communicate, to who, through what channel, and at what time…… provides a logical sequence of communication activities…”

Mel Loy, 2024

For example, if your strategy is to focus on digital approach, then you would use such tactics as e-mails, website updates, chatbot technology, social media content, pod casts, etc

It is vital to develop a strategic mindset to manage risk, especially when the change involves major business alterations.

As people are the basis of change communication, you need to start with the ‘who’, not with the ‘why’; prioritise the audience according to degree of impact.

(source: Mel Loy, 2024)

The know, feel and do refers to

“…What do you want people to know about what is changing, what do you want them to feel about these changes, and what you need them to do differently to what they are currently doing or experiencing…”

Mel Loy, 2024

The most difficult part of this is the feel outcome: the human experience of change.