Information and communication shape perceptions, attitudes, and behaviour. At the most fundamental level, information is processed data while communication is the transmission of information from sender to receiver. Strategic communication programmeme engages multiple diverse audiences over time through tailored campaigns and is delivered in a targeted way in support of policy objectives.
Strategic communication is the effort to understand and engage key audiences to create, strengthen or preserve conditions favourable for the advancement of an organisations’ interests, policies, and objectives using structured and coordinated programmemes, plans, themes, messages, and products synchronised with actions.
Strategic communication involves the careful analysis of audiences, the development of effective campaigns, and the use of appropriate channels to transmit the messages to achieve the desired result. It is a proactive approach that requires the ability to anticipate and respond to challenges and opportunities to achieve success.