Purpose The purpose of this study is to determine the perception of communication and PR agency directors in Colombia regarding strategic communication and its relationship with consultancy when involved with three types of activities: bringing the context close to the organization, providing new knowledge and facilitating change. Design/methodology/approach This paper provides an exploratory study based on semi-structured interviews of a sample of 55 communication and PR agency directors. Findings Among the directors interviewed, there are different criteria concerning strategic communication and the services this entails. Although the literature mentions that consultancy should focus on counseling, accompanying, advising and orienting without making decisions for the client or performing any operative activities, many Colombian agencies offer these services, in addition to other technical ones. This is because these are the most requested ones by their clients and so are important in acquiring contracts in the country's communication sector. Research limitations/implications The limitation of this study is the absence of a regularly and systematically updated directory and database with the current size of the communications sector and its yearly revenue in Colombia. Practical implications Lack of consensus regarding strategic communication consultancy may lead to unfair competition on prices and confounding strategic and nonstrategic services in the market. Social implications New academic knowledge for the communication practices in communication agencies in Colombia and Latin America. Originality/value This article arises from initial research done in Colombia on the perceptions of the communication sector's directors regarding the meaning of strategic communication and key capacities in the provision of services under that remit.