When I declared a major in strategic communication as a senior in high school, I was unsure of what to expect. As a junior majoring in it at Ohio University, I find the field offers a unique blend of creativity and practical experience.
Harvard University defines strategic communication as the “planned and intentional use of communications by an organization to fulfill its mission and goals,” while describing marketing’s central role as “creating, communicating, capturing and sustaining value for an organization.”
While I feel marketing provides a broad understanding of business by focusing on the four P’s– product, price, place and promotion—strategic communication hones in on the crucial fourth P.
Dan Dahlen, a marketing professor and Scripps graduate, said strategic communication’s focus allows professionals to dive deep into storytelling, connection and creativity.
“The fourth P is promotion, but not sales promotion,” Dahlen said. “It is promotion in the sense that it is the portfolio of tactics that a brand has available to it to communicate aspects about their brand.”
By working internships in many different industries, I’ve seen some nuances setting these fields apart. My role as a marketing intern introduced me to the industry, and I saw how product, price, place and promotion function together in business.
Through my sales internship, I learned the art of persuasion and relationship-building from a different angle. The fast-paced environment allowed me to develop essential business skills, but I realized that sales while engaging, didn’t fulfill my passion for creativity.
Working at a crisis and litigation communications firm solidified my direction. From my experiences engaging directly in media relations, I realized how strategic communication offers a more focused, hands-on approach to creativity. Unlike marketing’s broader scope, strategic communication lets students zero in on messaging, narrative and emotional connection with an audience.
Marketing students often study all four P's as they are expected to understand how products are developed, priced, placed and then promoted to consumers. Marketing students must have a holistic understanding of how businesses operate.
But for me, strategic communication is more engaging, allowing me to specialize in promotion through crafting messages that resonate, creating narratives that connect and building relationships through thoughtful communication strategies.
Strategic communication constantly challenges me to find creative solutions that drive engagement, and this kind of work allows me to stay curious, creative and connected with the people I serve.
In strategic communication, students aren’t just learning to promote a product, we are learning how to influence perspectives and shape public opinion. The courses I have taken at OU sharpened my writing, critical thinking and investigative skills, allowing me to engage with diverse audiences effectively. These skills are critical for any communication professional, whether he or she is working in a corporate setting, a nonprofit or a government role.
I see strategic communication as a field with immense growth potential. In today’s fast-paced, digital world brands need more than just great products — they need a voice, a story and a way to connect with their audiences on a deeper level, which is what strategic communication is. Strategic communication is about staying adaptable, thinking creatively and understanding the importance of authenticity in building long-term relationships.
Strategic communication offers an exciting and rewarding path for students like me who crave creativity and want to make an everlasting effect on society. While marketing is undoubtedly important for understanding a broader business landscape, I’ve found my passion studying strategic communication.
Abby Waechter is a junior studying journalism at Ohio University. Please note the views and opinions of the columnists do not reflect those of The Post. Have something to say? Email her at aw087421@ohio.edu.
