STRATEGIC COMMUNICATION: SOME CONCEPTUAL APPROACHES
Elena MÂRZAC, Cristina EJOVA, Universitatea de Stat din Moldova
Abstract
The article provides a comprehensive analysis of the theoretical and conceptual frameworks that underpin strategic communication (StratCom). The research examines the evolution of StratCom, emphasizing its interdisciplinary
nature and the critical components that set it apart from other communication forms. It explores the dual foundation
of StratCom - ,,communication” and ,,strategy”- and describes how these elements combine to serve as a powerful
tool for states and organisations, shaping public perception and reinforcing legitimacy of the actions, promoting
national and organisational interests. The paper also hihglights StratCom’s application across multiple areas, from
public diplomacy to psychological operations, informational operations, highlighting its crucial role in addressing
hybrid threats and countering disinformation. By analyzing the perspectives of major powers, such as the USA and
the UK, and international organizations like NATO and the EU, this article highlights the essential role of StratCom
in aligning messages across various platforms to support national security objectives. The analysis underscores the
need for well-founded, coherently coordinated, and high-impact communication strategies as a vital measure to maintain resilience in a security environment characterized by volatility and constant change. Concluding that strategic
communication should be seen as a holistic process that combines influence, message alignment, and audience engagement within an active dialogue, all contributing to the long-term strengthening of national resilience and credibility
and public trust.
Keywords: communication, strategy, strategic communication, NATO, European Union.
