Strategic communication by definition requires research in order to be effective. Unlike the more generic term communication, strategic communication requires a clear understanding and definition of the target audience, the intended goals of the communication, the format, and the measurable outcomes one hopes to achieve through communication. In order to conduct research in strategic communication, one must first develop a clear understanding of each of these components. Strategic communication may take on many forms. A press release announcing a change of ownership in a business is substantially different from a press release announcing a recall of manufactured items. Both are addressing different audiences and goals. In addition, an advertisement for a national chain store, a store window announcing a sale, or a flyer for a ...

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