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howard

Howard Nothhaft

Lärare

howard

Strategic Communication : Defining the Field and its Contribution to Research and Practice

Författare

  • Ansgar Zerfass
  • Dejan Verčič
  • Howard Nothhaft
  • Kelly Page Werder

Summary, in English

This article draws on a decade of research in strategic communication and especially on the contributions in this special issue to propose a new and more comprehensive definition of strategic communication. We argue that strategic communication encompasses all communication that is substantial for the survival and sustained success of an entity. Specifically, strategic communication is the purposeful use of communication by an entity to engage in conversations of strategic significance to its goals. Entity includes all kind of organizations (e.g., corporations, governments, or nonprofits), as well as social movements and known individuals in the public sphere. Communication can play a distinctive role for the formulation, revision, presentation, execution, implementation, and operationalization of strategies. While there are many ways to investigate these research objects, strategic communication as a discipline takes the perspective of the focal organization/entity and its calculus to achieve specific goals by means of communication under conditions of limited resources and uncertainty. The article takes a critical look at the current state of the field and outlines several requirements that will help scholars and practitioners alike to build a unique body of knowledge in strategic communication.

Avdelning/ar

  • Institutionen för strategisk kommunikation

Publiceringsår

2018-08-08

Språk

Engelska

Sidor

487-505

Publikation/Tidskrift/Serie

International Journal of Strategic Communication

Volym

12

Issue

4

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Communication Studies

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1553-118X