Strategic Communication: Concepts and Approaches

Communication is simply an act of sharing or exchanging information, ideas or feelings. But strategic communication (Strategic Communication) goes beyond these general functions of communication. It involves thoughtful planning and execution of communication strategies to achieve some specific goals, solve particular problems, drive desired changes and address complex issues. This approach leverages advancements in communication technologies to craft and deliver messages effectively, ensuring they resonate with the target audience and achieve desired outcome. In present era of unprecedented communication technologies spurred by Information Technology (IT) revolution, Strategic Communication employs various methods to reach audience ranging from local communities to global population. Strategic Communication integrates disciplines such as public relations, corporate communication, advertising, marketing, polity, cultural studies, diplomacy, international relations, and defence and security studies. The goal of Strategic Communication is to influence situations strategically by communicating right messages through appropriate channels, at the right time. Key components of Strategic Communication include planning and tactical forethought, an integrated approach, audience focus and iterative feedback and adaptation. The application of Strategic Communication can vary depending on the context such as crisis communication, political communication, corporate communication, diplomatic communication, Defence and Security Communication, peace and conflict resolution among others. Each type aims at reshaping relations between individuals, organisations, corporations and nations by strategically managing information flow and perception. Apart from discussing the concept, meanings and goals of Strategic Communication, this chapter deals with its theoretical framework, application and how it can effectively be used to reshape perceptions by individuals, organisations, corporates and nations.