ABSTRACT
This chapter discusses the importance of strategy and how it translates into strategic communication. It considers the connection between strategy and goals, aims, objectives and tactics. The chapter examines how strategy should line up with other key concepts of organisational vision, mission and values. It then presents examples of how strategy is used by governments, organisations, brands and causes. Scholars have been defining strategy for many years. Leading Professor of Communication Carl Botan proposes three levels of strategy: grand strategy; strategy; and tactics. The strategy loop shows how decisions are impacted by external factors, including what competitors are doing, new or pending regulations and laws, the impact of new technology, trends in stakeholder choice, and economic fluctuations such as local currency variations and interest rates. Despite the need to be responsive to change and agile within the workspace, strategy should never lose sight of the vision, mission, values, goals and objectives of an organisation.
