Strategic Communication and Its Application in Public Administration in Latvia

Abstract

Strategic communication research has received increased attention during the last 10–15 years, predominantly viewing the it as an interdisciplinary concept and employing various theoretical concepts as a basis for research – communication and media theories, organizational and management theories, as well as sociological and political science theories. Strategic communication is still used in different senses and meanings, however, most frequently it is applied as a synonym for purposeful management of the communication process in general, or management of specific communication disciplines. The most important aspect in this is being purposeful and tied to the strategic goals of the organization. Public sector organizations manage, lead and ensure the functionality of the public sector and provide services to citizens, including supplying the information process. In the tense situation of today, strategic communication is especially important for public administration in the context of ensuring national security. Latvia has a relatively good experience in this regard due to “The National Concept on Strategic Communication and Security of the Information Space 2023–2027” approved by the Cabinet of Ministers of Latvia in early 2023. The concept has been approved, but, of course, it is impossible to fully implement the concept in less than a year. Nevertheless, the Department of the Strategic Communication Coordination of the State Chancellery is actively working to make strategic communication an understandable, valued and professionally performed public administration function.