ABSTRACT
In Chapter 4, the three levels of analysis-the macro (societal), meso (organizational) and micro (communication)-that enable successful strategic communication are explained in detail. In this chapter, students learn how to use these levels in professional practice and what are the important elements of each level. The macro level gives the strategic communicator an opportunity to look at the various sectors in society that are external to their communicative entity. The meso-level factors provide tools to see how well the strategic communication function is organized and managed. The micro level emphasizes the importance of the communicative entity’s reputation among its various stakeholders and the impact organizational culture has on reputation building.
