Strategic Communications: Basic Principles of Organization
Download paperPhD in Philology, Senior Researcher at the Chair of Adverising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: staryh@mail.raSection: Advertising and Public Relations
Management culture of communication projects in Russia survives with difficulty, as demonstrated, in particular, the lack of theoretical reflection. The author draws attention to the semantic vagueness of the central concept — “strategic communication ”. The author conceptualizes strategic communications in relation to the theory of strategic management and believes that the term refers to specific principles of the communication process. The essence of the basic principles of strategic communications described in this article.