The nature of strategic communication
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The nature of strategic communication book
Strategic communication is a high-level corporate activity specifically concerned about organisational reputation, values, and credibility, is integrated with business planning, and recognised for its value-added function. Such a heretical view may be challenged by professional communication scholars and practitioners who might argue that public relations and its associated specialities already have this strategic role. Strategic communication has a specific alignment with an organisation's overall business plan to enhance strategic positioning. The concept of ‘strategy' as an overall plan designed to achieve measurable outcomes is embedded in all professional communication planning. The use of strategic communication as a descriptive term for differentiating this aspect of professional practice from other specialisations, such as corporate communication, public affairs, business communication, and public relations is relatively new.