ABSTRACT
This chapter discusses the captured international experiences and observations of strategic communication during one of the most impactful health crises of the modern era. It argues that strategic communication professionals have adapted during the COVID-19 pandemic and have proven themselves resilient and flexible enough to navigate through the rapid changes that we experienced, as the crisis evolved and placed multiple demands on the systems of communication. The social rules are redefined, based on renewed responsibility and effective adaptation, to create conditions that enable individuals, organizations and societies to achieve a shared purpose in the face of uncertainty during the COVID-19 pandemic. Alongside the deep roots of strategic communication research in sociology, especially within radically different political and social systems in a global setting, swift adaptation in public health policies and effective change in governmental communication will become a primary source of governmental power to foster trust.
