What does "strategic communications" encompass?

Strategic communications encompasses tactical planning that is specifically designed to meet defined objectives within an organization. This involves carefully crafting messages, selecting appropriate channels for communication, and targeting specific audiences to achieve desired outcomes. A strategic approach ensures that all communications are aligned with broader organizational goals, enhancing effectiveness and consistency.

In contrast, the other options lack the targeted and goal-oriented focus integral to strategic communications. Random messages without a clear goal would not advance any communication objectives and lack coherence. A focus on spontaneous public relations would emphasize reactive rather than proactive communication strategies, which do not support structured planning. Passive approaches to marketing also do not involve the proactive and calculated planning necessary in strategic communications, where engagement and intentional outreach play critical roles.