Abstract
Strategic communication is a new study and beginning to develop and it is concern to many parties. However, many writings in international journals have not been identified as including communication concepts and theories. This article attempts to explain strategic communication from the perspective of communication science. The method used in this research is literature review, considering that many strategic communication thinkers have initiated their writings using literature reviews. The result, from the four definitions, found that strategic communication is built on actors, then action, interaction and negotiation, and the last is meaning. Actors in strategic communication are not only single actors, but multiple actors. With multiple actors, strategic communication will be more important and relevant. Whereas action, interaction and negotiation, in strategic communication, it is not only action, but interaction and negotiation are the discussion. Finally, meaning in strategic communication is a process from multiple actors, where they simultaneously carry out actions, interactions and negotiations.
Highlights
Strategic communication is a new study and beginning to develop and it is concern to many parties
The method used in this research is literature review, considering that many strategic communication thinkers have initiated their writings using literature reviews
The result, from the four definitions, found that strategic communication is built on actors, action, interaction and negotiation, and the last is meaning
Summary
Strategic communication merupakan kajian baru dan mulai berkembang serta menjadi perhatian banyak pihak. Sejak Hallahan et al (2007) mengenalkan strategic communication dengan menggunakan perspektif ilmu komunikasi dalam artikelnya yang berjudul “Defining Strategic Communication”—sebagai naskah utama yang dipublikasikan pada terbitan perdana IJSC (2007)—telah mendapatkan perhatian yang luas dan mendorong banyak akademisi untuk meneliti kajian baru ini dan memublikasikan hasilnya di banyak jurnal (Holtzhausen & Zerfass 2014, Zerfass et al 2018). Literatur lain menuliskan bahwa semua perbedaan atas penelitian empiris tersebut faktanya belum memerlihatkan kejelasan arah tentang bagaimana komunikasi seharusnya menjadi pilar utama dalam kajian strategic communication (Nothhaft et al2018, van Ruler 2018). Dari berbagai penelitian yang telah dipublikasikan selama satu dekade lebih perkembangan strategic communication, penerapan teori atau konsep komunikasi masih bersifat implisit dan terlihat kabur dalam penjelasannya (van Ruler 2018). 79 | Coverage, Vol 11, No 2, Maret 2021 aksi, interaksi dan negosiasi, dan terakhir adalah makna (pemaknaan), diambil dari definisi yang diberikan oleh Argenti, Howell & Beck (2005), Grunig (2006), Jarzabkowski et al (2007), dan Hallahan et al (2007)
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