Any communicative activity should take its point of departure in a strategic approach, which in overall terms should attend to the entire organization’s joint interests. Irrespective of the final activities involve Stakeholder Communication, Public Opinion, Issues Management or similar matter, the point of departure should be taken from a basic communication strategy that address the total commercial opportunities and threats. If a communication strategy as such is not carried out by the organization/the company, Policy Group assist clients with executing communication strategies with differentiated focus and purpose tailored to the individual client.
The purpose of a communication strategy could be to define which strategic communicative tool should be used in the given situation; which issues should be addressed; which stakeholder environments should be interacted with; or others that will affect a given objective. Strategic Communication also involves having a clear picture and adequate conception of how the public opinion of a given issue is structured, and how a potential performance will influence the attitude towards the given issue.