Chapter 2 The nature of strategic communication

DOI: 10.4324/9781003317579-3

  • Goal: To explore what strategic communication means.
  • Objectives: This chapter will help you to:
    • Appreciate the importance of analysing the potential impact of external issues on an organisation

      Understand how issues analysis and strategic communication are linked

    • Recognise that strategic communication works in the mid- and long terms
  • Principle: Strategic communication addresses issues and supports organisational goals.
  • Planning: Researching and writing a communication campaign strategy involves careful planning to make sure it meets organisational goals and objectives.
  • Practice: Strategic communication advances organisational goals.

Strategic communication is ...

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