Latura strategica a comunicarii publice

Abstract

This article examines whether there is a strategic component in the public communication actions of organizations. Building on a comparative analysis of the incremental model of strategy formulation and of the different theoretical approaches in the field of public communication. This article reaches the conclusion that public communication can have a strategic component. Moreover it is even desirable that public communication be the focus of a serious and continuous attention of organizations; as well, the decisionmaker on communication problems should be placed at the top level of strategic management.