Strategic Communication

Strategic communication is the purposeful communication by a person or an organization designed to persuade audiences with the goal of increasing knowledge, changing attitudes, or inducing desired behavior. Strategic communication campaigns are generally designed to respond to the perceived communications needs of significant publics. The term was originally associated with U.S. governmental communications directed toward audiences outside the United States. However, the use of the term has expanded and is now commonly used to describe the overall communications efforts of both individuals and organizations, including political candidates.

Historically, strategic communication has been used to describe the barrage of informational and cultural communication strategies employed by U.S. agencies such as the Voice of America and the U.S. Information Agency during the Cold War in order to position ...