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What is Strategic Communication?
Strategic communication involves distributing a message to a target audience in order to achieve a particular outcome.
In our readings and discussion in this module, we will consider how a strategic approach can be beneficial to PR practitioners developing communication campaigns. We’ll also look at the first stage of a strategic process, assessing:
- The problem
- The target audience
- Communication resources that are available to PR practitioners (see the section below on communication theories, one type of resource that can serve as a helpful guide during the planning stage)
- Relevant conditions that could impact the plan: Social, political, and/or economic
Communication and Behavior Change Theories: Additional Resources
Appendix 1 in the O’Sullivan et al. text lists groups of theories that can be helpful to PR practitioners developing communication campaigns.
Below are additional links to information about specific communication theories.
NOTE: To complete the Module 2 Discussion Assignment, you can select one of the theories discussed in these links, or you can choose another relevant communication theory that applies to the organization/communication goal that you have selected for your Strategic Communication Plan. These links are just a starting point for your own research on theories about your topic/issue.
https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_PersuasionLinks to an external site.
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