Strategic Communication in the communications environment of today’s organizations

Maria Victoria Carrillo

Resumo


This article seeks to clarify the concept of strategic communication as part of the new communications challenges facing today’s firms (Carrillo et al., 2013). Strategic communication has become an academic and professional working field of major importance. Delineating the issues underlying this area of theoretical and professional work is a challenge for scholars of the communication sciences. A correct definition of the concept should respond to the need to include communication as part of senior management’s essential competences, and should comply with a number of pre-defined, long-term objectives designed to address the interests of each of the company or organization’s stakeholders.

Palavras-chave


Communication; strategy; organizations

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DOI: http://dx.doi.org/10.17231/comsoc.26(2014).2026

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.:: LASICS ::.
Centro de Estudos de Comunicação e Sociedade (CECS)
Universidade do Minho, campus de Gualtar
4710-057 Braga - Portugal

Revista Comunicação e Sociedade
ISSN 2183-3575 (online)
ISSN 1645-2089 (print)
Prefixo DOI: 10.17231