The Strategic Role of Communication in Management

Abstract

The concept of strategic communication represents a significant shift from that of corporate communication and, as several scholars have argued (Hallahan et al., 2007; Vercic and Zerfass, 2017), represents a new paradigm useful for interpreting the broadening content of communication and the evolving role it plays in complex organizations. Role which becomes strategic as it increasingly tends to support top management and directors of other business functions in achieving their overall strategic goals. In fact, the concept of corporate communication is used to identify the set of different communication activities that aims to achieve specific audiences and/or objectives such as avoiding or overcoming crises, engaging internal or external stakeholders, improving the visibility of brands, people, products or services. The overall goal that corporate communication aims to achieve, through the set of its initiatives, is to develop and consolidate the organization’s reputation.... to be continued