Abstract

KUNSCH, Margarida M. Krohling. Strategic communication in contemporary organizations. Media & Jornalismo [online]. 2018, vol.18, n.33, pp.13-24. ISSN 1645-5681.

This article deals with strategic communication in the context of contemporary society and organizations. It emphasizes the power that communication exerts in the digital era, with the technological innovations and the resulting implications, on the various social and economic segments. It discusses in a panoramic way about the new socioeconomic environment of the organizations. It considers organizational communication from a global and comprehensive perspective, in contrast to the linear, instrumental and technical view still predominant. It analyzes the theoretical and applied perceptions about strategy and strategic communication. It focuses the role of public relations in the management of communication in organizations, emphasizing its social and strategic dimensions.

Keywords : Communication; power; strategy; strategic organizational communication; management.

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