Resumo

SCHEINSOHN, Daniel. Comunicación estratégica. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2010, n.33, pp.17-22. ISSN 1853-3523.

Strategic Communications® implies an ethical frame, a set of principles and an integrated system of solutions for the boarding, the management and the direction of communicational issues. It approaches the integral management of corporate communications installing it in the high direction, from where the function arises from the Dircom, giving a step forward with respect to simplifying approaches and in relation to the hierarchial structuring of the position. It maintains that the communication must be articulated in an intelligent way through a global management and with the application of a logical strategy that is essential to differentiate from the tactical communication level. Strategic Communications® really proposes a management method destined to articulate in a general strategy all the tactical communications included.

Palavras-chave : Communicational management; Corporate Communication; Corporate Governance; Corporate Image; Corporate reputation; Dircom; Management; Organization; Organizational communication; Power; Public Relations; Stakeholders; Strategic Communications®.

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