Why Communication Strategy Comes Before PR & Marketing (And Why It Matters)
Before you invest in PR or marketing, you need a clear communication strategy. Without it, your messaging will be inconsistent, your audience won’t resonate, and your efforts won’t generate lasting impact. Here’s why strategy must come first.
Many brands, founders, and thought leaders make the same mistake: they jump into PR and marketing without first clarifying their messaging.
They start running ads, pitching to media, and posting content—but something feels off.
😕 The media doesn’t bite.
😕 Their audience isn’t engaging.
😕 Their brand feels inconsistent across platforms.
Why? Because they skipped communication strategy.
PR and marketing are about amplification. But what are you amplifying? If your message isn’t clear, your PR and marketing won’t work.
Let’s break down why communication strategy must come first—and how it makes PR and marketing exponentially more effective.
What Is a Communication Strategy?
A communication strategy is the foundation of all your external messaging.
It defines:
👈 Who you are (your mission, values, and positioning)
👉 What you say (your messaging pillars and brand voice)
👈 Who you’re speaking to (your audience personas)
👉 Where you say it (your content strategy & platforms)
Without these, PR and marketing efforts lack direction. You’re just throwing messages into the void and hoping they stick.
How Communication Strategy Fuels PR & Marketing
1. PR Without Communication Strategy = Generic, Forgettable Pitches
Journalists don’t cover you just because you want them to. They cover compelling, clearly articulated stories.
If your messaging isn’t solid, your PR efforts will:
😬 Sound like every other pitch in their inbox
😬 Struggle to connect to broader industry trends
😬 Fail to position you as a valuable expert
A communication strategy sharpens your narrative, making your media pitches specific, relevant, and impossible to ignore.
Example:
Instead of: "I’d love to be featured in your publication about my new business,"
A strong strategy helps you say: "I can provide insight on [hot industry trend] because my work at [company] directly addresses [specific audience pain point].”
This makes you newsworthy.
2. Marketing Without Communication Strategy = Wasted Ad Dollars
Running ads or content marketing without a communication strategy is like pouring water into a leaky bucket.
Without clarity on your brand voice, audience, and key messaging, your marketing will:
😬 Attract the wrong audience
😬 Feel disjointed across platforms
😬 Require constant rework, costing you time and money
A communication strategy ensures consistency, so every ad, blog, and post reinforces a clear, compelling brand message.
Example:
Instead of: A brand running disjointed Instagram ads with different tones and CTAs,
A strategic approach ensures every piece of content feels cohesive and builds brand trust.
3. Thought Leadership Without Strategy = A Noisy, Ineffective Presence
If you’re an executive or founder trying to build thought leadership, strategy matters even more.
Without a communication strategy, you might:
😬 Post random LinkedIn thoughts without a clear angle
😬 Miss out on bigger speaking and media opportunities
😬 Sound generic instead of owning a unique perspective
A communication strategy helps you:
🌟 Define your signature topics
🌟 Ensure your voice is consistent across all platforms
🌟 Attract the right media and brand partnerships
Example:
A thought leader without strategy: “I post about leadership and AI sometimes.”
A thought leader with strategy: “I help business leaders navigate AI adoption, specifically in HR. My framework? Human-first automation.”
See the difference?
The second version is memorable—and that’s what drives real visibility.
How to Build a Strong Communication Strategy
If you’re about to invest in PR or marketing, pause. Build a solid communication strategy first.
Here’s where to start:
1. Clarify Your Core Message – What’s your brand about? What do you stand for?
2. Define Your Audience – Who are you speaking to? What problems do they need solved?
3. Establish Your Messaging Pillars – What 3-5 themes will you consistently talk about?
4. Align Your Content & PR Strategy – Make sure everything flows from the same core message.
Before You Amplify, Get Clear
Marketing and PR should be the megaphone, not the message.
📣 If you amplify noise, you get ignored.
📣 If you amplify clarity, you get traction.
So before you invest in PR or ads, invest in your messaging. It will make everything you do more effective, more impactful, and more sustainable.
Need help crafting your communication strategy before diving into PR & marketing? Let’s talk.