Strategic communication is an integral part of public relations (PR) because it involves the planning and execution of communication efforts that are aligned with an organization's overall goals and objectives. PR professionals use strategic communication to build and maintain relationships with key stakeholders, including customers, employees, investors, and the media.

One of the primary goals of PR is to establish and maintain a positive image of the organization in the eyes of its stakeholders. Strategic communication is essential for achieving this goal because it helps PR professionals to identify the most effective channels and messages for reaching and engaging their target audience. By using strategic communication, PR professionals can craft messages that resonate with their audience and build trust and credibility with stakeholders.

In addition to building and maintaining a positive image, strategic communication is also important for managing crises and other issues that may arise. PR professionals use strategic communication to develop crisis communication plans and to communicate effectively with stakeholders during times of crisis. This includes communicating with the media, stakeholders, and employees to ensure that accurate information is being shared and that the organization's reputation.