Strategy might be one of the most overused and misunderstood terms in communication. Ask a room full of communicators to define it, and you’ll likely hear everything from “a list of tactics” to “a long-term plan.” The word is everywhere, but its meaning is often vague, even among seasoned professionals.
To better understand what strategy really means — and how to develop it — we spoke with two experienced IABC members:
- Mirko Petricevic, CMP, an award-winning Canadian communications strategist and founder of Ink-stained Wretches, a grassroots advocacy group promoting journalism; and
- Therésa Lee, SCMP, an independent consultant based in South Africa with deep experience in strategic communication, employee engagement, and leadership development.
Together, they offer candid insights on what they think strategy is (and isn’t); how IABC’s Gold Quill Awards program, and regional and chapter-level award programs modelled on the Gold Quill Awards, provide a valuable planning framework; and how communicators at every level can sharpen their strategic skills, whether or not they’re submitting for an award.
Why Strategy Is So Often Misunderstood
“People often confuse strategy with a collection of tactics,” says Mirko. “That’s an important part of a campaign, but only part.”
Therésa agrees. “I believe people overcomplicate it. Strategy is simply how you get from A to B. It’s your game plan to win.”
Misunderstanding strategy can lead to campaigns that lack direction, fail to connect with business needs, or miss the mark entirely. That’s why Mirko and Therésa emphasize the value of using a consistent, structured approach, one that starts with purpose and ends with measurable outcomes.
A Framework for Strategy: The IABC Awards Workplan
That’s where IABC’s Gold Quill and related award programs come in. More than recognition platforms, they provide a standardized workplan template that guides entrants through the essential elements of a communication strategy. This tool doesn’t just support award submissions, it doubles as a practical model for planning real-world campaigns.
To help members use the template effectively, IABC Waterloo launched a five-part UpSkill webinar series, featuring IABC Fellows and experienced strategists who unpack each component of the workplan. Presenters included Maureen Healey; Priya Bates and Shel Holtz; Amanda Hamilton-Attwell and Angela Sinickas; and Zora Artis and Jonathan Champ.
Inside the IABC Workplan: 6 Building Blocks of Strategy
The workplan includes six core sections, each of which prompts communicators to align their thinking with business goals, audience needs, and measurable outcomes:
- Business Need or Opportunity — What organizational challenge or opportunity are you addressing?
- Stakeholder Analysis — Who are you trying to reach, and what do they care about?
- Goals and Objectives — What do you want to achieve? Are your objectives SMART (specific, measurable, achievable, relevant, and time-bound)?
- Solution Overview — What’s your approach or idea, and why is it appropriate?
- Implementation and Challenges — How will you execute your strategy?
- Measurement and Evaluation — How will you know it worked?
“The Gold Quill resources ask the hard questions you might not ask yourself,” says Mirko. “What’s your real business need? Are your objectives clear and measurable? Is your campaign grounded in research?”
Each section acts as a checkpoint, making sure ideas are grounded in logic, not just instinct, and ensuring that communicators think strategically before moving into action.
Strategy in Action: Insights From the Field
For Mirko and Therésa , the IABC workplan has become more than an award submission tool, it’s now a core part of their process.
“It centers my thinking,” says Therésa . “It’s my template at the start of every project, big or small.”
“It slows me down in a good way,” adds Mirko. “The structure helps me organize my thoughts and prevents me from jumping into execution too early.”
Both shared compelling examples of strategy leading to real impact:
- Mirko led a journalism advocacy campaign through Ink-stained Wretches, encouraging Canadian municipalities to formally support local journalism. Thanks to a clearly defined strategy, 29 municipal councils passed journalism-support motions, reaching more than 11 million people. The campaign earned a Gold Quill Award of Merit in 2023.
- Therésa designed a leadership communication training program that began as a six-week pilot and expanded into a 40-week initiative for more than 200 managers and supervisors. The measurable success of the program made it easy to demonstrate return on investment (ROI) and secure long-term client investment.
Teaching Strategy: Making It Tangible
When mentoring junior colleagues or advising clients, both communicators emphasize the importance of translating strategy into simple, actionable terms.
“People understand phrases like ‘spray and pray,’ ” Mirko notes. “It’s a simple way to show why targeting and being intentional matter.”
“Stop using the word ‘strategy’ altogether,” suggests Therésa . “Ask: What’s our purpose? What do we want to achieve? How will we get there? That’s strategy.”
She recommends always beginning with the end in mind, knowing where you are, where you want to be, and how communication can help close the gap.
Final Advice: Strategy Is the Architecture
For those looking to strengthen their strategic muscle, both Mirko and Therésa encourage communicators to make the workplan a regular part of their process, regardless of whether they’re entering an award program.
“Strategy and communication can’t be separated,” Therésa says. “Strategy is the architectural blueprint. Communication is the approach that brings it to life.”
“And if you really want to level up, study for certification,” adds Mirko. “The Communication Management Professional (CMP) exam forced me to confront the gaps in my skill set and made me a better planner.”
Ready to Build Better Strategies?
📌 Use the Gold Quill Workplan or Silver Leaf resources as your go-to planning tool.
📖 Read “Tips for Entering the IABC Silver Leaf Awards," by Mirko Petricevic.
📺 Watch the UpSkill webinar compilation for a deep dive.
📝 Read the recap blog by IABC Waterloo’s Meghan Thomson.
🎓 Explore certification to build your credibility as a strategist.
🏆 Finally, consider submitting your work to these award programs. Even if you don’t win, the process may be the most valuable strategy training you’ll ever do.