Discourse as a tool and a reflection of strategic communication:

Abstract

The chapter deals with the relationship between strategic communication and the concept of discourse. Effective and long-term strategic communication of institutions towards the public presupposes, among other things, building a unified and consistent discourse.

This discourse should be clear and credible to the public. It is not jennmarketing practices, but thoughtful language practices that need to be cultivated.

We describe this fact in an article that presents two different approaches to strategic communication in contemporary science.

Keywords

• Discourse
• strategic communication
• public sector
• institution