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In this view, organizational communication strategies both internally and externally should be measured more by an infinite number of points than an "either-or" picture might suggest, [2] providing a more accurate representation of the fluidity of organizational stances and decisions on public relations strategies made over time.
Balancing can be carried out through internal or external efforts and means. Internal balancing involves efforts to enhance state's power by increasing one's economic resources and military strength in order to be able to rely on independent capabilities in response to a potential hegemon and be able to compete more effectively in the international system.
With those components, the most important factor that separates strategic communication from other types of communication is the synchronization and coordination of U.S. efforts. For example, in the National Strategy for Public Diplomacy and Strategic Communication, all strategic communication efforts activities should: [4]
Concluding that balance of power dynamics, especially those of hard balancing, are still observed in the post-Cold War era, he criticizes two main conclusions from the literature: i) that balancing became inoperative and; ii) that the only available strategies to other states are soft balancing and bandwagoning.
Strategic communication is the purposeful use of communication by an organization to reach a specific goal. [1] Organizations like governments, corporations, NGOs and militaries seeking to communicate a concept, process, or data to satisfy their organizational or strategic goals will use strategic communication.
Primary, alternate, contingency and emergency (PACE) is a methodology used to build a communication plan. [1] The method requires the author to determine the different stakeholders or parties that need to communicate and then determine, if possible, the best four, different, redundant forms of communication between each of those parties.
Aspects of communications management include developing corporate communication strategies, designing internal and external communications directives, and managing the flow of information, including online communication. It is a process that helps an organization to be systematic as one within the bounds of communication.
The Gibb categories are elements of a strategy for interpersonal communication. Separated into defensive and supportive techniques, the categories provide a framework for effective communication. The categories are outlined by Jack Gibb. Gibb categories point out six defensive behaviors used during interpersonal communication.