• Summary
  • Overview
  • Key Readings

The roots of strategic communication lie in public relations, which has been a well-established concept in countries around the globe for more than 100 years. In the United States, for instance, this concept has been associated with publicity, promotion, and public policy battles. At times, especially in the early years of the 20th Century, it was seen as inseparable from propaganda and a means for promoting and protecting democracy. The field has developed immeasurably in the past few decades, but strategic communication is still a topic with strong, influential links to a variety of different disciplines, and increasingly relevant in both a professional and academic capacity.

This Major Work captures the definitions, key developments and future of the field through a carefully-selected collection of seminal papers ...

Editors' Introduction: Strategic Communication
RobertL.Heath and AnneGregory

In one of the earliest articles devoted specifically to defining strategic communication (Hallahan et al., 2007) proposed that it is “the purposeful use of communication by an organization to fulfill its mission” (p. 3). The authors of that article launched the International Journal of Strategic Communication, reasoning that it is a blend of “six relevant disciplines [that] are involved in the development, implementation, and assessment of communications by organizations: management, marketing, public relations, technical communication, political communication, and information/social marketing campaigns” (p. 3). Featuring the functionalist and discourse-based challenges thematic of these contexts, the authors – as do others in this collection of master works – laid out the topic in its richness and diversity by linking it to ...

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