Strategic communication does not exist

Kasey — Wed, 16 Dec 2009 10:00:22 +0000

So I was listening to Mike and Mike the other morning and there were discussing Michael Vick with someone from Levick Strategic Communications. Suddenly, it hit me – there’s no such thing as strategic communication.

Here’s my gripe with using the term ‘strategic communication’ – shouldn’t everything you do be strategic? Shouldn’t every piece of communication that you produce be strategic and focus on the overall goal?

In all my years as a working professional, I’ve never done anything that wasn’t strategic. You’re wasting your time, your organization’s time, your client’s time and your resources. Are there really people out there that focus on non-strategic communications?

A few articles that touch on strategy:

http://www.theharteofmarketing.com/2009/06/outputs-outtakes-outcomes%E2%80%A6oh-my.html

http://sethgodin.typepad.com/seths_blog/2007/01/the_difference_.html

http://www.whatsnextblog.com/archives/2009/06/kiss_the_difference_between_strategy_and_tactics_-_and_why_it_matters.asp

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Strategic communication does not exist