ABSTRACT
This chapter examines how strategic communication plays a role in so many elements of society, from the large, multinational corporation to the local council and the teen activists starting movements of their own. Public sector organisations are government-owned organisations. The most obvious of these are government departments, such as Health, Defence, Treasury and Agriculture. Corporations are the standard example of private sector organisations and can be publicly owned businesses. The involvement of the news media in the political communication is substantial and an important part of the democratic process as it maintains an 'informed citizenry'. Ministerial staff are political appointees who provide support on policy, strategy and media, working with politicians, other political staff and public servants. Common perceptions of communication and public relations practice place it squarely in the realm of the private, or corporate and business, sector. Much of the focus of the corporate communicator is on consumer groups.
