Defining strategic communication

Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D. & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1, 3-35.

Summary

This article defines the nature of strategic communication, which is meaningful communication done by an organization to advance its mission. It proposes a holistic approach to breaking down boundaries in an organization where there are multiple audiences and technological platforms to navigate. The article also introduces several communications domains that need to be considered when thinking about strategic communication at an organizational level and how those domains can become blurred. Those domains are: Market Communications, Public Relations, Technical Communications, Political Communications, and information/Social Marketing Campaigns. What is interesting about this paper is that is shows how for each domain, communication science is at the root if each discipline. Additionally, this article starts to bring one-way, two-way and symmetrical types of communication into focus with some ideas of how they play out in the post-modern workplace. The take home message of this article is that strategic communication is purposeful. It’s not random and that the science behind it is still evolving.

Experience

From a professional standpoint this article helped me to see the value of putting a strategic lens over the types of communications I plan and issue. After having read this, I now take a much more analytical and inclusive approach to organizational comms and I can articulate the types of and rationales for the modes of communication I want to use within my organization.

KEYWORDS: Strategic communication, Market Communications, Public Relations, Technical Communications, Political Communications, Information/Social Marketing Campaigns, one-way, two-way, symmetrical