Introduction – Strategic communication is gaining importance today in media studies courses because of growing complexities of societies. It is more of crisis communication PR marketing and others and it is important today in businesses industry commerce sports and others.
Crisis situations like fire in oil well during 1970s and 80s in Bombay high was reported and ONGC explained it is a natural event and can’t be avoided. Likewise, Three-Mile Island in Harisburg Pennsylvania Nuclear power plant experienced some accident and radiation came about and some concern was echoed. The authorities responded swiftly to it and crisis communication was used. Th Indian cancer society launched Life After Cancer it is worth living during Indira Gandhi times and it showed people can live even after getting cancer. The Loss Prevention Association launched fire happenings and how to avoid it and such things are examples of crisis communication
Strategic communication uses strategies to communicate, and these are ways to achieve something. Communication is used to achieve such things effectively and communication is more in use now a days in strategies and others
Marketing is defined by AMA as the process a product moves from manufacturer to end user, and it is distribution pricing sales packaging and others. Marketing is required in private oriented societies to move products and sell in marketplace effectively. It is more competitive as many product manufacturers compete for pie of consumers and all channel promotion are required
Marketing communication is advertising PR publicity sales promotion and others as marketing is a tough business. Government businesses also market or in big way and countries as Russia China use marketing also heavily
PR is promotion of image of an organisation and it in constant demand. Indira Gandhi described it as lubricant of democracy, and it is in great need to make things work easily. In an age of interdependence PR is an important element in success stories of organisations today in changing times
Thus, strategic communication is all these and it is in great need today.
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