Strategy relates to the "How": the means that a company must apply in order to realize its goals and objectives.  The strategy must comply with the company vision and adhere to the organization's internal and external reality.  Strategy is the "guide" that directs company operations.

Media strategy is the plan by which the team responsible for the company media preservation and promotion (spokespeople, consultants and PR professionals) will operate.  The media plan will be derived of the organizational strategy and fit to the vision and objectives of the company.  Media strategy sets forth clear objectives regarding the company's media positioning and it will define the milestones to achieve on the way to realizing the objectives.