ABSTRACT
This article addresses the concept of “communication” in strategic communication, and proposes a new lens through which to view communication in order to deepen knowledge of strategic communication, as well as to significantly improve the alignment of strategic communication with the demands of today’s strategy development process. Looking at modern strategy theory, this article focuses on communication theory as an ongoing process of meaning construction. It posits that communication is a process that is interactive by nature and participatory at all levels. This process is not necessarily two-way but omnidirectional diachronic, with an emphasis on the external and internal arenas of continuous meaning presentations, negotiations, and constructions. Strategic communication, therefore, needs to be conceptualized as an agile management process in which the focus is on feeding these arenas for strategy building and implementation, and on testing strategic decisions by presenting and negotiating these in a continuous loop.
