Public Communication vs. Strategic Communication

Attribute	Public Communication	Strategic Communication
Goal	Inform and engage the public	Align communication with organizational goals
Audience	General public or specific target audience	Specific target audience
Message	Focuses on information dissemination	Focuses on persuasion and influence
Channels	Traditional media, social media, public events	Varied channels based on audience and goals
Feedback	May be less structured and formal	Often includes formal feedback mechanisms

Definition

Public communication is the process of sharing information with a large audience through various channels such as mass media, social media, public speaking, and more. It is typically one-way communication where the sender disseminates information to the receiver without expecting immediate feedback. On the other hand, strategic communication is a more intentional and planned approach to communication that aims to achieve specific goals or objectives. It involves analyzing the audience, crafting messages, and selecting the most effective channels to reach the desired outcome.

Goals

The goals of public communication are often focused on informing, educating, or persuading the general public about a particular issue, event, or product. It aims to raise awareness, shape public opinion, or promote a specific message to a wide audience. In contrast, strategic communication is more goal-oriented and aims to achieve specific outcomes such as changing behavior, building relationships, or managing a crisis. It is strategic in nature, with a clear focus on achieving measurable results.

Target Audience

Public communication typically targets a broad audience that may include the general public, stakeholders, or the media. The message is designed to reach as many people as possible and may not be tailored to specific groups or individuals. On the other hand, strategic communication is more targeted and focuses on specific audiences that are key to achieving the desired outcome. It involves identifying and understanding the needs, interests, and preferences of the target audience to tailor messages that resonate with them.

Message Development

In public communication, the message is often crafted to be easily understood by a wide audience and may lack specificity or depth. It is designed to be accessible and engaging to a diverse group of people. In contrast, strategic communication involves more in-depth message development that is tailored to the specific goals and objectives of the communication campaign. Messages are carefully crafted to resonate with the target audience and achieve the desired outcome.

Channels

Public communication utilizes a variety of channels such as mass media, social media, public events, and advertising to reach a wide audience. The focus is on reaching as many people as possible through popular and accessible channels. Strategic communication, on the other hand, involves a more selective approach to channel selection. Channels are chosen based on their ability to reach the target audience effectively and achieve the desired outcomes of the communication campaign.

Feedback and Evaluation

In public communication, feedback and evaluation may be limited as the focus is on disseminating information rather than engaging in a dialogue with the audience. The success of a public communication campaign may be measured by metrics such as reach, impressions, or media coverage. In contrast, strategic communication places a greater emphasis on feedback and evaluation to assess the effectiveness of the communication campaign. It involves monitoring and measuring outcomes to determine if the goals and objectives have been met.

Adaptability

Public communication campaigns may be less adaptable as they are often designed to reach a broad audience with a one-size-fits-all message. Changes to the message or strategy may be difficult to implement once the campaign is underway. Strategic communication, on the other hand, is more adaptable and responsive to feedback and changing circumstances. It allows for adjustments to be made to the message, channels, or strategy based on ongoing evaluation and analysis.

Conclusion

In conclusion, public communication and strategic communication are both important aspects of effective communication, but they differ in their goals, target audience, message development, channels, feedback, and adaptability. Public communication is more focused on reaching a broad audience with general messages, while strategic communication is more targeted and goal-oriented. Both approaches have their strengths and weaknesses, and the choice between them will depend on the specific communication goals and objectives of a particular campaign.