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Model Strategic Communication
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by Cristian Castro-Guerrero

professionals from various fields are working on what they call the Strategic Communication, which has generated a number of people who talk about “their science”, expressed their views and dictate rules that are trying to establish something like a structure in a non-existing science.I say “missing science” because it was not established as such, having neither a definite concept, not a chain or a systematic and unified guideline.

There are several disciplines who want to Strategic Communication, such as public relations, journalism, visual communication, advertising, marketing and others. Questions therefore arise to clarify such as: What is strategic communication discipline belongs? Or, each discipline can communicate strategically? Now my question is: how a discipline can confirm strategically communicate without knowledge of the strategy

If you look at the various theories of communication, we can mention the theory of mass communication by Harold Dwight Lasswell that defines as “structure and function”, which means communication is the supervision or oversight of the environment, the correlation of different parts of society responding to the environment it takes to communicate.

We could call many communication theorists such as David Berlo who analyzed the purpose of mass communication, emphasizing the simplest: “For there to be communication between the sender and receiver, they must speak the same language and understand the same signals in order to make the process seamless communication “, or perhaps the leading theorists who have contributed significantly to the science of communication, such as Gerhard Maletzke, Warren Weaver, among many others.

With that, let’s clarify that communication is established as a science, since it has theories and scientific lines. But what about the strategy? At this point, “autopoiesis” (Maturana) or unified communications strategy and has not been established for those who do not understand the “logic of action” strategy. However, later I will prove that the strategy is a science and art.

So what are the theories of strategy? What are its main theorists? What are the methods of strategy? How does the strategy? Or a simple question like: what is strategy? Questions that paralyze all the supposed “experts” called “strategic communication” that we see today with publications innocent and deceptive about something they do not have an accurate knowledge and not yet thoroughly analyzed. Knowledge of communication theories yes, but no knowledge of the theory of strategy and its implementation.

Strategic Communication

today, as we have said, is a mixture of different activities, each has more or less structured procedures for their analysis, evaluation and control, a situation that is not defined in the real scenario strategic communication.

This methodology, we are missing, should contain the vital objectives of the entity, which are the basis of the strategic process in its three dimensions (strategic, tactical and operational).

This methodology should also include a structured analysis of the factors of the scenario with the relevant qualitative and quantitative tools of analysis, considering the characteristics of the scenario, the source of conflict, the probabilities, measures, percentages, courses of action, direct and indirect actors, the factors involved in all phases of the scenario and the behavior of actors in the past, present and future.

The lack of a methodology to define strategic communication as a result is that in practice each entity, company, institution or organization develops these activities in accordance with the way it is interpreted by what is responsible for this area. Resulting in communication management wrong, incomplete or permanently unenforceable.

Without a precise knowledge of the theories of strategy as a tool, method, discipline and a science, those not unify. This leads to one of the problems described above, where many people from different disciplines irresponsibly called strategic communications that they consider “strategic communication” supported by your experiences, cases, or sometimes by his “gift of smell enlightened”

They confuse the media with strategic communication.

> This is very important because without a structured methodology, where the communication of science and strategy work, can not develop a strategic communication, which only communicate, because the strategy is the science of designing, enabling decide, plan, execute and guide using the media at a particular time, place and space to achieve and / or maintain the goals established in a particular scenario.

This theory, based on a full five years of research proposes a methodology for defining communication strategies, considering that the strategy is the core engine driving the communication and Whit integration of mass communication sciences and Strategy

In conclusion;.

S + A = (S-rf C.rf +) = S = (S *) + M + C = (Sig1, chn, cod, sn, sig2) = C = (C *) + [MNG] Σ SC

“Without a strategy that can only communicate. Only with the strategy we can communicate strategically.” © Cristian Guerrero-Castro. 2011.

A = S + (S-rf C.rf +) = S = (S *) + M + C = (Sig1, chn, cod, sn, sig2) = C = (C *) + [MNG ] Σ SC

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