What is strategic communication?

Abstract

Strategic communication is today a term used by executives, managers, politicians, diplomats, communication practitioners, public relations and communication consultants, military officers, and several other professional groups. Authors have underlined that the boundaries between the different research fields that are interested in organizations; communication (i.e., marketing communication, organizational communication, and public relations) are unclear. To sum up, a symmetrical relationship thinking characterizes research in strategic communication and modern research in organizational communication, public relations, and marketing communication. The authors have chosen to deal specifically with integrated marketing, which is crucial for the development of corporate communication, which in some ways is equivalent to strategic communications. In academia, strategic communication is a knowledge interest that they find among researchers in fields such as business administration, sociology, psychology, political science, and media and communication studies.