Let the short introduction of Professional Strategic Communications (PSC/SC/stratcomm) stay here.
Professional as much as: against the ever expanding variety of media, and low barriers to entry, it is easy to waste resources or embarrass an organisation. Unprofessional communication became more common. It is possible to get a lot of hits, impressions or followers, but so what? Executive management expects their communications to accomplish more concrete goals.
Strategic because: infusing communications efforts with an agenda and a master plan. Or as Shayna Englin (Georgetown U.) says “being strategic means communicating the best message, through the right channels, measured against well-considered organisational and communications-specific goals. It’s the difference between doing communications stuff, and doing the right communications stuff.” It also implies using New methods of outreach and necessity of Consistency & coordination.
All together: as Karen Green (Renaissance Computing Ins. at UNC) says that stratcomm is about having a plan, not "simply reacting and responding". It is also "framing a discussion on topics and issues that are important to my organisation in a way that gets the organization’s name out there. This in turn builds the organizsation’s reputation and street credibility.”
According to the International Journal of Strategic Communication, six relevant disciplines are involved in the development, implementation, and assessment of communications by organizations: management, marketing, public relations, technical communication, political communication, and information/social marketing campaigns.
"Communication is strategic when it is completely consistent with a corporation’s mission, vision, values and is able to enhance the strategic positioning and competitiveness of the organisation." (Financial Times)
Sources / More about stratcomm:
- K. Hallahan, D. Holtzhausen, B. van Ruler, D. Verčič, K. Sriramesh: Defining Strategic Communication (International Journal of Strategic Communication, 2007)