What’s the difference between a communications strategy and a communications plan?
People often use communications strategy and communications plan interchangeably. I was recently asked to explain the difference, and while it’s a hot topic in communication circles, here’s my take.
They serve distinct purposes and play different roles. Understanding the difference can make your communications more effective—and easier to deliver.
Think of it like planning a holiday
Imagine you’re planning a holiday.
Your communications strategy is deciding the purpose of the trip. Are you heading off to relax on a beach, explore a new city, or catch up with friends? It’s the big picture—it defines why you’re going and what you hope to achieve.
Your communications plan is the itinerary. Where will you stay? How will you get there? What will you do each day? It’s the how and when that brings the vision to life.
And sometimes, if it’s a quick weekend away, a detailed strategy isn’t needed—just a simple plan will do.
What is a communications strategy?
A communications strategy is your roadmap. It defines your destination, the purpose of your journey, and what success looks like. It answers the why behind your communication efforts and aligns with broader organisational goals.
Key elements include:
- Purpose and goals: What problem are you solving? How does this support your organisation’s objectives?
- Operating environment: An environmental scan reviews internal and external factors that can shape your approach.
- Audience: Who are you trying to reach? What do they need, want, or value?
- Messages: What core themes will you share to meet your objectives?
- Channels: How will you reach your audiences—owned, paid, earned, or partner channels?
- Evaluation: How will you measure success and adjust along the way?
A strategy typically covers a longer time frame and gives you the big picture view—where you’re going and why.
What is a communications plan?
If the strategy is the roadmap, the communications plan is your step-by-step itinerary. It’s where strategy turns into action.
The plan focuses on the how and when—the practical details of implementing your strategy. It might be attached to your strategy for a big project, or it might stand alone for a short-term initiative.
Key elements include:
- Tactics and activities: The specific actions and tools you’ll use to deliver key messages.
- Timeline: When each activity will happen, whether it’s a daily post or a multi-phase rollout.
- Roles and responsibilities: Who’s doing what, so everyone’s clear and accountable.
- Resources and budget: What tools, staff, and funding you need to get the job done.
- Measurement: What data you’ll track, how you’ll measure progress, and when you’ll report on outcomes.
A communications plan focuses on execution, covering shorter time frames or specific campaigns.
How they can work together
A strategy and plan are complementary—think of them as your destination and your travel itinerary. You can have one without the other, but they work best as a team.
- Start with the strategy: Know where you’re headed and why. Ensures you stay on track over a longer period of time.
- Execute with the plan: Helps the strategy come to life by mapping out the steps to get there and make it happen.
- Iterate along the way: Keep revisiting to check you’re still on track and adjust as needed. Strategies should be revisited periodically to ensure they remain relevant, and plans should be flexible enough to adapt to changing circumstances daily.
For example, you might have a three-year communications strategy but create a new plan each year (or for each campaign) to deliver it.
An example in action
Imagine a government department wants to increase public transport use.
- The strategy sets the destination: Increase awareness of public transport’s environmental and economic benefits, targeting 18–35-year-old commuters, aiming for a 15% increase in rides over two years.
- The plan is the itinerary: Launch a digital campaign featuring commuter stories, run paid ads, partner with local businesses for incentives, and send regular updates via social media and newsletters. The plan includes who’s responsible, the timeline, and the budget.
Why the difference matters
When planning a holiday, knowing your destination is just as important as planning how you’ll get there.
Sometimes you only need a plan for a short trip. Other times, you need a strategy to get approval from the Executive before you can start booking flights.
A strategy ensures you’re headed in the right direction. A plan makes sure you get there smoothly.
Together, they make your communications clear, focused, and effective—whether you’re off on a quick weekend away or an epic adventure.
Need a template to get started? Head over to our Free Resources and download our communications strategy template!