by charles kulwa n reg no 42688

Strategic communication

The term strategic communication’’ has become popular over the last two decades. It means infusing communication efforts with an agenda and a master plan. Typically, that master’s plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation

The field of strategic communication  is broad, encompassing  professional  who create  news  or want  to push  information  to the public ( public relations, public  information, marketing ) people who deliver  news and media  to the public ( journalist, audio  and video  producers, public  speakers, educators ) and  people  who study the interplay of media and society

 Strategic communication fuses the ‘’ pushing’’ and the delivering ,’’ According to Shayna Englin , who  teaches public relation and corporate  communications at Georgetown ,  ‘’ being  strategic means  communicating the best message , through  the right  channels, measured  against  well considered  organizational and  communication  specific  goals. It’s the difference between doing the   right communication stuff

Depending the nature of an organization, strategic communication can range from marketing to policy. According to Emily Tynes, directors of communication for ACLU, sand co-author of a guide book for non profit,’ in the world of non profit. strategic communication is an orchestra  use of channels of  communication  to move  and influence  public  policy or to promote an agenda, by comparison, strategic  communication is mainly  geared  towards the promotion  of products

Karen Green, manager of communication and outreach at the renaissance computing institute at UNC, says it’s about having a plan, not ‘’simply reacting and responding. for her, it’s  about framing  a discussion on topics and issues that are important  to my organization in a way  that  gets the organization’s name  out  there, this in turn builds the  organizations reputation  and  street credibility, as an example, with the recent explosion  at the nuclear  reaction  in Japan, since  her organization  is involved  in high end  computing , she promoted  her organizations director  to journalism  as an  expert on computer modelling  of inner working  of nuclear reactors

The importance of branding is echoed by Rena Pederson, the communication directors for the national math and science initiative. She says, strategic communications includes tactical steps like branding so that the public image is a good one, positioning yourself in all materials and media outreach to maximize your impact, all with an eye to where you want to be not just this month, but next year and five from now

Warren mason a professor of business and communication studies at Plymouth state university in New Hampshire, says that in his course, strategic communication is about dealing with issues that might jeopardized very survival and nothing to do with marketing. to Marson , it’s about  issues management and planning  to  efforts  and anticipate  problems  and crises before they occur, mission  says for example with an internal  audience, such as employees, this planning  could include planning for  a potential layoff by management or strike by employees. As to external threats, this could be anything from fire or explosion.