СТРАТЕГІЧНІ КОМУНІКАЦІЇ: ДО ПРОБЛЕМИ ОСМИСЛЕННЯ СУТНОСТІ

Abstract

The purpose of this article is to compare in a General view the main points of view on the issue of strategic communications and justification on the basis of their dependence on the technological revolution and globalization. Was used the whole complex of philosophical, General scientific and specific methods of scientific research, inherent in the Humanities, in their interrelation and complementarity. Analysis of scientific approaches to understanding strategic communication, the most characteristic of their definition. The factors of the rapid development of strategic communications; major components (public diplomacy, public relations, information and psychological operations) and technology (the image-making, branding, intercultural communication, reputation management, spin-doctor). It is proved that in modern conditions more and more importance is the resolution of conflicts, both internal and interstate, using information and information technology; development changes the principles and methods of management and communication, that formed the basis of the revolution in the field of international relations and military affairs. It is noted that new media because of the accessibility of social networking pose serious challenges for strategic communicators, with the result that there is a serious cybersecurity threats on the Internet and the deployment of information warfare between strategic communicators from different countries and bringing them to a global audience. In the result it is concluded that strategic communication is determined by the scientific and technological revolution and globalization and their further development will depend on these two phenomena and on the ability of people time to answer their calls.