strategic communication

strategic communication refers to coordinated actions, messages, images, and other forms of signaling or engagement intended to inform, influence or persuade selected audiences in support of organizational objectives. Under this use of world, actions, images or symbols are applied to influence the attitudes and opinions of target audiences to shape their behavior in order to advance interests or policies or to achieve objectives. On the other hand strategic communication involves the study of how individuals and organizations use communication and media to negotiate their role in highly mediated societies. In organizational management, public relations field is a central aspect of strategic communication and involves the study of how organizations influence opinions and the behavior of key publics such as employees, consumers, government, community, media and how they try to respond and adapt to the concerns of these publics.