Imagine a group of young men and ladies, recent graduates, in a well-lit space. They are seated around a table, arguing about whether strategic communications is any different from public relations. As they argue for and against its similarity, gesticulations are wild, and a few people speak louder than they normally would. Arguments are normally with this group, but it’s even more intense today. There’s more to stack because they all work in public relations, the facts need to check out.
Is strategic communication different from public relations? This is a question most practitioners have asked or had to explain at one point or the other in their careers. I will start by saying that the distinction between public relations is most apparent in their scope and approach. Whereas strategic communications involves a broader scope, public relations has a much narrower focus. Strategic communications involve purposefully developing and implementing communication strategies that support an organization’s overall objectives. It is an umbrella term that encompasses a wide range of communication activities, including public relations, advertising, marketing and more.
This definition by PRCA explains the relationship between public relations and strategic communications rather succinctly:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
First, public relations is referred to as “strategic communications”; that is communication done strategically. We can go further to say, it is communication thought-out, planned and done with purpose, in this case building positive relationships with a group of people the business identified as important to their processes. PR is in fact a subset of strategic communications.
Strategic communications is what makes public relations and other subset sound “smart” because strategic thinking is involved, and where strategic thinking is, communication is more effective. I dare say that any communication done without a strategic direction will most likely have a negative effect on business and organizational objectives.
As a PR professional, my approach to meeting business and organizational objectives will differ from an advertising professional. For example, a PR professional will leverage media relations to push a narrative where a marketer may run ads.
Of course, similarities exist, and therein lies the dilemma. Both concepts are similar in their use of strong written and verbal communication, with a focus on an organization’s audience and goals. Also, strategic communications and public relations are both management functions with a long-term ROI.
Cast your mind back to the opening paragraph of this article. Imagine nods and embarrassed smiles as the winning team delivers its closing statement – strategic communications take a holistic approach, considering all aspects of an organization’s communication needs and goals, while public relations focuses on building mutually beneficial relationships between organizations and their publics through a variety of strategic tactics and activities. Essentially, public relations is a form of strategic communications.
Adetola Fajembola is a Communications and Public Relations practitioner at ID Africa.