Abstract

SALAS FORERO, CLAUDIA PATRICIA. The state of the art of the new strategic communication in IberoAmerica and Colombia. Signo pensam. [online]. 2011, vol.30, n.59, pp.234-246. ISSN 0120-4823.

Communication as a discipline product of an interdisciplinary and transdisciplinary reflection will be the focus of this article, in which the purpose is not only to discuss communication, but overall, its strategic approach, or the management of its power. In the twenty-first century, the function of the organizational communicator evolves and transforms, integrating with the strategic processes and its surroundings, it focuses on the strategy and transforms itself to recuperate the human being, to be more relational with the environment than rational. The communication strategies in this new model aspire to offer elements to the receiver that facilitate timely decision making and right choices. The aspirational man according to Pérez et al. (2008). Therefore, Strategic Communication is the object of this study, in regard to its state of the art and its power, which gives new knowledge with the transformation towards an organizational communication that emphasizes the ability to listen.

Keywords : Communication; strategy; strategic communication; organizational communication; public relations; Communication - study and teaching; Communication in organizations; State of the art; Public relations.

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