Posts Tagged ‘definition’

What’s the difference between strategic marketing and strategic communications?

posted by Scott McKenzie

My friend Henri has just asked me a great question: what is the difference between strategic marketing and strategic communications?

Marketers would probably see PR (or communications ) as just one component part of the marketing mix. I would challenge this assertion. 

In fact I would see strategic marketing as essentially being part of strategic communications. And to be clear I don’t necessarily see marketers as “owners” of the brand. Marketers may make promises on behalf of the brand but it is down to employees (and other touchpoints) to deliver on that brand promise.

Indeed this is a topic we will be tackling head on at our event next Wednesday here at H&K London. We have great speakers from Aviva, British Gas and Soho Partners lined up on our panel. It’s invite only but if you would like to get along drop me a note.

So going back to Henri’s question I would define strategic communications along the lines of: 

“Shaping conversations with key publics, influencers and opinion formers in ways which fulfil the organisation’s strategic objectives, reputation and brand”

What do you think? What would your definition be?