Knowra Strategic communication Strategic communication Strategic communication is the coordinated use of communication to advance an organization’s goals. It aligns messages, channels, and activities with intended audiences and outcomes.
Organizational communication : The study and practice of communication within and by organizations. Strategic communication is an organization-focused form of communication.
Communication audit : A systematic assessment of an organization’s communication practices, messages, channels, and results. An audit reveals gaps that planning should address.
Public relations : The strategic management of relationships and communication between an organization and its publics. It is a major organizational practice for building and maintaining relationships through communication.
Propaganda : Communication designed to shape beliefs or behavior, often through selective or misleading presentation. Its manipulation and disregard for balanced evidence mark an ethical contrast.
Organizational legitimacy : The perceived appropriateness of an organization’s actions within a system of social norms and expectations. Communication can explain conduct, but credibility depends on conduct meeting public expectations.
Stakeholder theory : A framework that treats groups affecting or affected by an organization as relevant to its decisions. It helps identify whose interests communication must account for.
Situation analysis : An assessment of the conditions, actors, and issues relevant to a decision or plan. It establishes the context in which communication goals and choices are set.
Internal communication : Communication among people within an organization, including leaders, employees, and teams. It aligns employees with organizational priorities and supports coordinated work.
Marketing : The activities through which organizations create, communicate, deliver, and exchange value for customers. Marketing focuses on markets and exchange, while strategic communication spans organizational goals and publics.
Reputation : The collective evaluation of an entity formed from accumulated beliefs and experiences. Consistent communication and behavior contribute to how an organization is judged over time.
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