Strategic Communication

Historically, the term strategic communication has been used to describe how communication in conjunction with other means can be used to support military operations, with the goal of changing and maintaining individuals’ perceptions, attitudes, beliefs, and ultimately, behaviours. Later, it became a concept widely used to describe how organizations in general (e.g., governments, corporations) as well as individuals (e.g., pop stars, sports stars) use goal-oriented communication to achieve a number of different objectives.

Strategic communication cuts across and functions as an umbrella concept for a number of already established approaches used to conceptualize communication in organizational contexts. This includes advertising, crisis communication, health promotion, investor relations, marketing, organizational communication, political communication and political marketing, public diplomacy, public affairs, public relations, and others. In line with this, ...