KOMUNIKASI STRATEGIS: KONSEP & PENDEKATAN

Abstract

Strategic communication is a popular discussion topic among academics and organizational communication practitioners, especially public relations. This article explores the meaning and history of strategic communication and demonstrates that in practice, there are two applicable approaches: the Corporate Communication approach and Strategic Public Relations approach. Whichever one is used, the core of the definition of strategic communication is derived from a communication strategy designed to be effective to achieved organizational goals. Strategic communication enables organizations to attain excellent positioning and elevate their reputation. The function of professional communication practitioners is to provide contribution in the form of strategic information in formulating the planning and implementation of organizational strategy, enabling the organizational strategic management to push the organization forward and improve its strategy.