ABSTRACT
This chapter introduces students to the definition of strategic communication, outlines the different components of the definition and presents the general theory of strategic communication. The chapter also explains that strategic communication is not only about communication but also about the many other factors to be considered before communication tactics are implemented. Issues relating to the communicative entity, its behavior and its organization are thoroughly explored, including the role of agents. This chapter also introduces the different academic disciplines and areas of practice, including advertising, public relations and marketing communication that serve as the foundation of strategic communication.
