STRATEGIC COMMUNICATIONS: THE PROBLEM OF THE ESSENCE UNDERSTANDING

Abstract

The purpose of this article is to compare in a general the main points of view on the issue of the strategic communications and justification on the basis of their dependence on the technological revolution and globalization. Was used the whole complex of philosophical, general scientific and specific methods of research, peculiar to the Humanities, taking into account their interrelation and complementarity. The article analyzes the scientific approaches to the strategic communication understanding, provides the most characteristic traits of the definition. The author specifies the factors of the rapid strategic communications development; its major components (public diplomacy, public relations, information and psychological operations) and technologies (the image-making, branding, intercultural communication, reputation management, spin-doctor). It is proved that in modern conditions the internal and interstate conflicts solving applying to information and information technology becomes of a greater importance; the latter development changes the management and communication principles and methods, having formed the revolution basis the in the field of international relations and military affairs. It is noted that “new media” through their accessibility to a social networking cause serious challenges for strategic communicators, thus resulting in serious cybersecurity threats on the Internet and information warfare deployment between strategic communicators from different countries with a global audience engagement. As a result it is concluded that strategic communication been determined by a scientific and technological revolution and globalization with their further development depends on these two phenomena as well as people’s ability to react these challenges in time.

Keywords

• стратегічні комунікації
• інформація
• інформаційні технології
• цільова аудиторія
• медіа