Communication is strategic when it is consistent with an organization's mission, vision and values and can enhance the strategic positioning of the company. Communication professionals are employed by organizations to continuously develop strategies consistent with the company's goals to influence the public (Strategic Resource Institute). Aspects of an organization such as corporate social responsibility and organizational goals are often communicated in a way that grabs an audience's attention. Communication professionals craft the content that creates an organization's image, thus making their skillset valuable to any organization.

Professionals in the strategic communication field utilize many techniques to meet their goals. However, these techniques have evolved to fit the most popular forms of communication. Esra Bozkanat and Pinar Aslan explain that methods of mass communication have transitioned from newspaper articles to content creation for social media platforms like Twitter, Instagram and TikTok. Furthermore, studies on platforms like Instagram have proven that this method of communicating offers the most engagement with a brand. While social media helps target an organization's audience, it is just one portion of the comprehensive strategies that are unique to the needs of an organization.