TABLE OF CONTENTS
Introduction ..................................................................................................................................................... 1
Defining Strategic Communication ........................................................................................................ 2
The Modernist Perspective on Strategic Communication ............................................................. 4
The Postmodernist Perspective on Strategic Communication .................................................... 6
Relevance of Postmodern Perspective in Multi-Voiced Organisational Contexts ............... 9
The Impact of IoT and Interactive Communication Technologies ........................................... 13
Changing Roles of Strategic Communication Professionals ...................................................... 16
Professionals of Social Capital .............................................................................................................. 19
How IoT Influences Evolving Roles ..................................................................................................... 22
Academic Integrity and Self-Reflection ............................................................................................ 24
Conclusion .................................................................................................................................................... 27
References ................................................................................................................................................... 28
1
,1. Introduction
Strategic communication has emerged as a distinct and increasingly important field of
study and practice in the twenty-first century. Originally associated with governmental
and military domains (Farwell, 2012), strategic communication has evolved into an
umbrella concept encompassing various goal-directed communication activities,
including public relations, marketing, health communication, public diplomacy, and
political campaigning (Holtzhausen & Zerfass, 2013). The changing landscape of
strategic communication, driven by factors such as interactive communication
technologies, globalisation, and shifting societal expectations, has fundamentally altered
how organisations communicate with their stakeholders.
This assessment critically examines the changing landscape of strategic
communication, focusing on two key areas: the relevance of a postmodern perspective
in the current multi-voiced organisational context, and the changing roles of strategic
communication professionals. Particular attention is paid to the impact of the Internet of
Things (IoT) and other interactive communication technologies on both theoretical
frameworks and professional practice.
2
, 2. Defining Strategic Communication
Hallahan, Holtzhausen, van Ruler, Verčič, and Sriramesh (2007, p. 3) define strategic
communication "in its broadest sense, (as) communicating purposefully to advance (the
organisation's) mission". This definition emphasises the intentional and goal-directed
nature of strategic communication, distinguishing it from other forms of communication
that may be more spontaneous or routine.
Holtzhausen and Zerfass (2013, p. 74) subsequently proposed a more comprehensive
definition, describing strategic communication as "the practice of deliberate and
purposive communication that a communication agent enacts in the public sphere on
behalf of a communicative entity to reach set goals". This definition incorporates several
important attributes of strategic communication: its deliberate and purposive nature, the
role of the communication agent acting on behalf of others, the importance of the public
sphere, and the focus on achieving set goals.
The concept of strategy itself is rooted in military theory, with Carl von Clausewitz's
(1989) On War representing perhaps the most influential treatise on the subject.
Clausewitz's classical rendering defines tactics as teaching "the use of armed forces in
engagement" whereas strategy teaches "the use of engagements for the object of the
war" (Clausewitz, 1989, p. 128). This distinction between tactics and strategy, between
doing things right and doing the right things, remains fundamental to understanding
strategic communication.
3
Introduction ..................................................................................................................................................... 1
Defining Strategic Communication ........................................................................................................ 2
The Modernist Perspective on Strategic Communication ............................................................. 4
The Postmodernist Perspective on Strategic Communication .................................................... 6
Relevance of Postmodern Perspective in Multi-Voiced Organisational Contexts ............... 9
The Impact of IoT and Interactive Communication Technologies ........................................... 13
Changing Roles of Strategic Communication Professionals ...................................................... 16
Professionals of Social Capital .............................................................................................................. 19
How IoT Influences Evolving Roles ..................................................................................................... 22
Academic Integrity and Self-Reflection ............................................................................................ 24
Conclusion .................................................................................................................................................... 27
References ................................................................................................................................................... 28
1
,1. Introduction
Strategic communication has emerged as a distinct and increasingly important field of
study and practice in the twenty-first century. Originally associated with governmental
and military domains (Farwell, 2012), strategic communication has evolved into an
umbrella concept encompassing various goal-directed communication activities,
including public relations, marketing, health communication, public diplomacy, and
political campaigning (Holtzhausen & Zerfass, 2013). The changing landscape of
strategic communication, driven by factors such as interactive communication
technologies, globalisation, and shifting societal expectations, has fundamentally altered
how organisations communicate with their stakeholders.
This assessment critically examines the changing landscape of strategic
communication, focusing on two key areas: the relevance of a postmodern perspective
in the current multi-voiced organisational context, and the changing roles of strategic
communication professionals. Particular attention is paid to the impact of the Internet of
Things (IoT) and other interactive communication technologies on both theoretical
frameworks and professional practice.
2
, 2. Defining Strategic Communication
Hallahan, Holtzhausen, van Ruler, Verčič, and Sriramesh (2007, p. 3) define strategic
communication "in its broadest sense, (as) communicating purposefully to advance (the
organisation's) mission". This definition emphasises the intentional and goal-directed
nature of strategic communication, distinguishing it from other forms of communication
that may be more spontaneous or routine.
Holtzhausen and Zerfass (2013, p. 74) subsequently proposed a more comprehensive
definition, describing strategic communication as "the practice of deliberate and
purposive communication that a communication agent enacts in the public sphere on
behalf of a communicative entity to reach set goals". This definition incorporates several
important attributes of strategic communication: its deliberate and purposive nature, the
role of the communication agent acting on behalf of others, the importance of the public
sphere, and the focus on achieving set goals.
The concept of strategy itself is rooted in military theory, with Carl von Clausewitz's
(1989) On War representing perhaps the most influential treatise on the subject.
Clausewitz's classical rendering defines tactics as teaching "the use of armed forces in
engagement" whereas strategy teaches "the use of engagements for the object of the
war" (Clausewitz, 1989, p. 128). This distinction between tactics and strategy, between
doing things right and doing the right things, remains fundamental to understanding
strategic communication.
3
