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The alchemy of professional communication
DOI link for The alchemy of professional communication
The alchemy of professional communication book
The alchemy of professional communication
DOI link for The alchemy of professional communication
The alchemy of professional communication book
ABSTRACT
In the canon that defines professional communication practice, researching and writing a strategic plan is an article of faith, the first step in a process designed to build a reputation, alter opinions, convince stakeholders to support a particular point of view, or generate sales. Professional communication planned and implemented in this way is a high-order, value-added function. A scientific approach to successful professional strategic communication practice is that it is based on research that informs a well-founded plan prepared by practitioners who understand the importance of dealing with issues, especially those related to organisational reputations, values, and stakeholder relationships, in a strategic way. A constant theme was that strategic communication is concerned about advancing an organisation's interests by advocating its positions on external issues.