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.
