Abstract
Strategic communication is something people in organizations or other entities do to achieve various goals. Strategic communication consists of an organizational and a societal perspective. Three important macro trends within the field of strategic communication are increased focus on: trust-driven strategic communication; agile organizations and internal, horizontal, or collaborative communication; and disinformation and fake news. Strategic communication was first defined in a ground-breaking article in the International Journal of Strategic Communication as the purposeful use of communication by an organization to fulfill its mission. Strategic communication is something people in organizations do in order to achieve different goals. In the center stands not only the goals of a certain communication campaign or project but the work-related long-term goals or organizational mission. Strategic communication is not only a practice. It is also a research field and interest within several academic subjects.
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