What a Communications Strategy Actually Includes And Why Most Businesses Don’t Have One

The Misconception

Most businesses believe they have a communications strategy.

In reality, they have:

• A collection of content

• A presence across channels

• And a set of messages they use inconsistently

That’s not a strategy.
That’s activity.

What a Communications Strategy Actually Does

A communications strategy defines:

• What you say and what you don’t say

• How you say it

• Where you say it

• Who you’re speaking to

• And why it matters

But more importantly, it ensures all of those things are working together.

Without it, communication becomes reactive.
Shaped by immediate needs rather than long-term direction.

The Difference Between Strategy and Execution

Execution is:

• Social media posts

• Media releases

• Campaigns

• Website updates

Strategy is what determines:

• Whether those things are aligned

• Whether they reinforce a clear narrative

• And whether they contribute to how your business is perceived

You can execute consistently and still not build recognition, credibility, or trust.

Because execution without strategy doesn’t compound.

The Cost of Not Having a Strategy

Without a communications strategy:

• Messaging becomes inconsistent

• Visibility doesn’t translate into recognition

• PR efforts don’t land

• Media coverage isn’t aligned with organisational goals

• And growth feels harder than it should

Because there’s no clear thread connecting what you’re doing.

What it should include

A strong communications strategy typically covers:

• Positioning — where you sit in the market

• Audience clarity — who you’re speaking to

• Core narrative — what you want to be known for

• Messaging framework — how you articulate value

• Channel strategy — where and how you show up

• PR and visibility approach — how you build credibility externally

Not as separate elements but as a cohesive system.

The shift

When strategy is clear, communication becomes more focused, more consistent, and more effective.

Not because you’re doing more —
but because everything you do is aligned.

If your communications feel fragmented or reactive, the issue isn’t effort — it’s structure.

I work with businesses to develop clear, strategic communications frameworks that support visibility, credibility, and growth.

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