Is strategic communications a theory?

Strategic communications is a theory called the strategic management of communications. Many people who practice strategic communications are yet to realise that the concept is not just a practice area in the field of communications but it requires a theoretical approach also.

What this means is that one cannot fully make claims of being a strategic communications practitioner without learning the theoretical frameworks that guide the practice. For communications to be strategic, it goes beyond the knowledge of how to speak or write. Strategic communications is purposeful and intentional communications that achieves a desired objective.

Hallahan and others proposed the strategic management of communications as a theoretical concept in 2007. This theory is an investigation into how organizations can inject predictability into how they manage their relationships, emphasizing the need to be purposeful in relating to people especially with the evolving digital media.

With social media, many people now have a voice and connect to reach others. Now, the need to apply frameworks in strategic communications can not be overemphasized because poor communications has become very costly and can lead to a major crisis that heavily affects a business or organization’s reputation. While many small and medium size businesses tend to overlook the theory and frameworks, multinational organizations understand the implications.

Some fields of social and behavioural science in which strategic communications theory relies on

• Systems Theory

“The theory of strategic communications relies on systems theory which states the whole of a part of something  is bigger than the part “. This means that individual components of things alone do not achieve outcomes but putting together different components and mix is useful to achieve outcomes. This is applicable in understanding strategic communications.

This theoretical framework and more will be discussed extensively in an upcoming Strategic Communications Course by Sola Abulu. Find out more information about it and sign up here.

• Stakeholder Management Theory

“A stakeholder is not an individual, person or a specific group. It consists of a variety of members, like investors, customers, employees, communities, suppliers, trade associations, and even the government. Stakeholders are a part of everything a company does, by either affecting its decision-making or being affected by it. They celebrate their achievements and bear their failures altogether.”~ The Economic Times

Hallahan’s strategic management theory of communications also relies on stakeholder management theory that regards different stakeholder groups based on their unique interests and background. This theory helps communications professionals pay keen attention to the personality of stakeholders to relate well with them. Every individual or stakeholder group has their unique perspectives, believes, attitudes and mindset towards a product or brand. These attributes informs their interest or lack of interest in the brand. Therefore, with the application of this theory, strategic communications professionals are more effective in fostering a healthy relationship with their stakeholders. Catch up on one of our pervious articles on stakeholder management here.

• The theory of ethics.

Ethical communications define what is accepted and regarded as professional in strategic communications. So, being able to pass information is not enough to practice communications. Learning the theory of ethics gives communicators insights on the principles of communicating. The answers to questions like, “what can be said and to who?”, “can I spin during a crisis?” are determined by the theory of ethics.

You may find this journal publication on The limited role of African strategic communication practitioners in ethical communication practices useful.

Not understanding the theory of strategic communications will in no doubt affect the practice of it. So, be able to practice strategic communications effectively for businesses, organizations and any other entity, communicators must be trained to learn the theory of it. Watch this video to know what it takes to become a strategic communications expert.

…………………………………………..

Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management.

Chat with us for more information on our courses.