Strategic communications is a new breed of communications, born from the lessons of the Global War on Terror. Strategic communications realizes that public relations of the past simply does not work in a globally, interconnected digital age. Communications must be more comprehensive and effective, from this comes strategic communications.

Strategic communications uses an evaluative process where communications are planned in advanced with a desired effect. After the engagement, the effect is evaluated and analyzed. Depending on the effectiveness, the plan is then adjusted as part of the continuous improvement methodology that lies at the heart of Rook & Knight's brand of strategic communications.