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Strategic Communication
Strategic communication is targeted communication that an organization plans and executes to fulfill its overall mission in relation to different internal and external stakeholders and the public sphere. As such, it is highly relevant in the quality and service economy. In this entry, foundational definitions and concepts, the evolution of strategic communication and its relation to other fields and concepts, and three characteristics of strategic communication are presented.
Definitions
A primary aim of strategic communication in practice is to enforce, shape, or defend organizational legitimacy. Organizational legitimacy is a social construct dependent on a common perception related to how an organization acts and communicates. Strategic communication is executed in everyday organizational and societal life but has a crucial role in change, risk, and crisis situations and contexts, ...
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