This chapter examines the strategic communications dimension of online Preventing/Countering Violent Extremism (P/CVE) initiatives. It highlights the importance of integrating clear, theory-driven design processes, culturally resonant narratives, and robust evaluation methods. Key discussions include moving beyond vanity metrics towards meaningful audience engagement and behaviour change, employing behaviour change theories (such as the Reasoned Action Model) alongside socialisation frameworks, and leveraging advanced analytic tools (including sentiment analysis) to capture subtle shifts in attitudes. The chapter underscores that achieving measurable, long-term impact requires not just tailored, credible, and adaptive messaging, but also iterative feedback loops, ethical considerations, and close integration with offline interventions. Ultimately, it argues that more nuanced, context-sensitive, and evidence-based strategic communications approaches are essential for effectively countering extremist narratives and fostering resilience in at-risk audiences.