Foundations of the Field
Strategic communication is an objective and normative utilization of communication discourse and functions by organizations and companies to accomplish various missions (Bowen, 2018). Strategic communication is based on concrete outcomes as opposed to the mere cranking out of press releases. Strategic communication professionals are experts in fostering dialogues and engagements between the public and organizations (Sundstrom & Levenshus, 2017) or experts at the interaction between society (researchers ad media). The gist of strategic communication is in the ability to communicate the best message using the appropriate channels, measured against specific goals and well-considered organizations.
Strategic communication is based on the systems theory, which provides a way of conceptualizing relationships. The systems theory emphasizes the interrelations of different parts, their adaptation, and adjustment to the changes taking place in the economic, political, and social environments ( Falkheimer & Heide 2014) . For strategic communication to be effective, it must be based on a communication structure that guides every part of the organization in achieving its goals. Strategic communication is also based on the concept of trans-boundary nature, which is an analysis of the complicated phenomenon of the communication processes in an organization ( Falkheimer & Heide 2014) . Strategic communication is also founded on the theory of communication science. The communication science theory is critical in explaining how an organization’s strategic communication embodies social communication and the symbolic interpersonal and non-personal types of communications ( Lock et al., 2020) . The relationships theory is also a critical component of strategic communication. Organizations cannot survive without effective relationships with stakeholders.
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Un-strategic communication is rampant, especially when the public is likely to have the wrong impression ( Mazo & Macpherson, 2017). Therefore, the strategic communication concept has gained popularity among academicians and practitioners, leading to new approaches in studying communication strategies and practices for organizations ( Frandsen & Johansen, 2017) . By not having the right communication channels to the public, there have been low barriers to entry, wrong perception of the public about an organization or company. However, executive communications want the communication to do more for them.
Ethical and Legal Expertise
Ethics are an important component in building trust, ensuring long-term and effective relationships ( Bowen, 2018) . One significant reason why an organization should consider ethics in its strategic communication is that marketing communication campaigns provide a significant point of contact between an organization and the public. Therefore, the ethicality of the organization itself and the organization’s communication matters a lot. A company’s communications can only be ethical when truth components are fostered into its strategic communication. An ethical approach to strategic communication is founded on dialogue, understanding, listening, and moving equilibrium ( Bowen, 2018) . As an essential requirement, integrity and ethics are required as the prerequisites for excellent communication management. For ethical communication to ensue, all participating parties must have access to full, ethical, and accurate information, ensuring free communication and freedom of speech. According to Bowen (2018) and Bowen, Hung-Baesecke, and Chen (2016), strategic communication can only be efficient when there is flexibility and when ethical rectitude is encouraged. Another way to ensure that a company’s communication is ethical is by fostering professionalism. The starting point of ethics is by ensuring professionalism and professional standards in an organization ( Bowen, 2018) . Typically, professional codes require strict integrity and honesty in all transactions. Besides, it will be essential for an organization to partner with legal experts to interpret the various parts of strategic communications entailed in the various laws. Such a move will do away with and conflicts that a company may have with the government agencies as far as their strategic communication policies are concerned.
References
Bowen, S. A. (2018). Strategic communication, ethics of. The International Encyclopedia of Strategic Communication , 1-11.
Bowen, S. A., Hung-Baesecke, C. J. F., & Chen, Y. R. R. (2016). Ethics as a precursor to organization–public relationships: Building trust before and during the OPR model. Cogent Social Sciences , 2 (1), 1141467.
Falkheimer, J., & Heide, M. (2014). From public relations to strategic communication in Sweden: The emergence of a transboundary field of knowledge. Nordicom Review, 35 , pp. 123-138.
Frandsen, F., & Johansen, W. (2017). Strategic communication. The International Encyclopedia of Organizational Communication , 1-9.
Lock, I., Wonneberger, A., Verhoeven, P., & Hellsten, I. (2020). Back to the roots? The applications of communication science theories in strategic communication research. International Journal of Strategic Communication , 14 (1), 1-24.
Mazo, L., & Macpherson, I. (2017). A strategic communication model for sustainable initiatives in higher education institutions.
Sundstrom, B., & Levenshus, A. B. (2017). The art of engagement: Dialogic strategies on Twitter. Journal of Communication Management .
