Good communication starts with a solid strategy. Putting out fires is inevitable but firefighting can easily get you off course to achieving communications results unless you have a road map to keep you on track. As noted in the Planning section, successful communications requires a solid strategy and effective implementation of communications tactics.
An annual plan is a great way to make sure your communications efforts are strategically focused and supported by tactics that are matched to the right stakeholder audiences. It is important that the communications plan be integrated with the strategic plan or operational goals of the company or organization. The purpose of communications is to support and advance the work of the greater cause and the best way to ensure that happens is to practice strategic communication.