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Strategic Communication Requires Strategic Thinking

Using a definition of strategic communication that focuses on communication that is critical for the “survival and sustained success of an entity” (Zerfass, Verčič, et al., 2018, p. 487), this chapter argues that to be successful, strategic communication needs communication leaders who are strategic thinkers and who take a systems approach. The chapter begins with a brief overview of strategic communication. This is followed by a discussion of what is meant by strategy and where strategic communication fits in strategic planning. The chapter then takes up the idea that to be part of strategic decision making, communication executives need to exhibit competencies in strategic thinking. Much of the work in this chapter is based on previous research by the author, who found that leaders who view their communication directors as having a strategic orientation are more likely to value them and the contribution of the communication function to their organization’s success. But not only that, communication executives demonstrating a strategic orientation are more likely to be invited to strategic meetings, and they would be invited early in the process.