The document discusses the importance of developing strategic communication plans versus relying solely on tactics. It argues that a strategy considers the big picture, including thorough research and understanding of strengths, weaknesses, competitors, and consumers. Tactics are the actions taken to execute the strategy. The document recommends that communication teams position themselves as internal consultants who develop integrated strategic plans for each client. It provides examples of how to gather needs, develop messages and goals, create work orders, assign responsibilities, and ultimately evaluate success. The overall message is that a strategic approach will prove the communication team as more effective and valuable to the institution.