Principles of Strategic Communication

Chapter 4The Three Management Levels of Strategic Communication

Learning Outcomes

After reading this chapter, you should be able to do the following:

• Articulate the role and functions of the macro (societal) environment that shapes strategic communication practice.
• Understand how to use the meso (organizational) environment to best manage a strategic communication function for your specific institution.
• Apply different approaches to set the stage for successful communication with stake-holders at the micro (communication) level.

Chapter Opening Vignette

The Political Environment and Strategic Communication

If an organization’s environment is unsettled or unstable, communication practitioners must become even more strategic in their communication. ...