Exam
Status Done
Week 1
Strategic communication: purposeful communication used by organizations to fulfill their
mission.
Early scholars focused on strategic communication as a tool for persuasion and
information dissemination.
Communications: not about delivering the messages but about constructing, deconstructing and
reconstructing meanings.
One-way transmission model
linear
no feedback
Two-way transmission model
Interactive
negotiation and feedback
Omnidirectional diachronic process
An interplay between social actors, related to each other only in the context of
developing their meaning continuously over time, thereby constructing society itself,
and also constructing ideas about how organizations in society should behave.
Role of reflexivity: it is central to strategic communication as a learning process.
Strategic vs Non-strategic
Exam 1
, Strategic Communication Management
An attempt to manage the communication of strategic significance with regard to a focal
company.
What makes an issue a strategic issue?
Resource driven: Does it demand the allocation of high-value assets or scarce, valuable
resources?
Competition driven: Does it strengthen a competitive edge/bypass direct competition?
Environmental driven: Does it challenge the organization to adapt to political upheaval,
technological advancements, or ecological shifts?
Risk driven: Does it escalate into a high-risk scenario, force a critical ‘make-or-break’
decision, or trigger a crisis?
Innovation driven: Does it introduce groundbreaking changes that disrupt existing
structures or methods?
Engagement driven: Does it leverage free resources to signal strategic priorities and
influence stakeholders?
Exam 2
, Operationally driven: Does it overhaul how an organization or process fundamentally
operates?
→ AI is a strategic issue
Different Approaches to Strategic Communication
1. As Integrated Communication – A broad, umbrella term for all forms of communication
aimed at achieving organizational goals.
2. As a Management Function – A corporate-driven approach that aligns communication with
business strategy.
3. As a Military and Political Tool – Used in diplomacy, warfare, and national security (e.g.,
NATO’s approach).
4. As an Alternative to Public Relations – A rebranded version of PR, aiming to remove its
negative connotations.
AI:
An AI system is a machine-based system that, for explicit or implicit objectives infers, from
the input it receives, how to generate outputs such as content recommendations, content and
decisions that can influence physical or virtual environments. (demystification approach)
Efforts to understand human intelligence by reacting a mind within a machine and to
develop technologies that perform tasks associated with some level of human intelligence.
(anthropomorphic approach)
General AI: AI that functions like humans. Exists in Sci-fi movies.
Narrow AI: Excels in one specific subject like ChatGPT.
AI's Role in Communication:
1. Predictive – Forecasting trends.
2. Generative – Creating content (text, image, video).
Exam 3
Status Done
Week 1
Strategic communication: purposeful communication used by organizations to fulfill their
mission.
Early scholars focused on strategic communication as a tool for persuasion and
information dissemination.
Communications: not about delivering the messages but about constructing, deconstructing and
reconstructing meanings.
One-way transmission model
linear
no feedback
Two-way transmission model
Interactive
negotiation and feedback
Omnidirectional diachronic process
An interplay between social actors, related to each other only in the context of
developing their meaning continuously over time, thereby constructing society itself,
and also constructing ideas about how organizations in society should behave.
Role of reflexivity: it is central to strategic communication as a learning process.
Strategic vs Non-strategic
Exam 1
, Strategic Communication Management
An attempt to manage the communication of strategic significance with regard to a focal
company.
What makes an issue a strategic issue?
Resource driven: Does it demand the allocation of high-value assets or scarce, valuable
resources?
Competition driven: Does it strengthen a competitive edge/bypass direct competition?
Environmental driven: Does it challenge the organization to adapt to political upheaval,
technological advancements, or ecological shifts?
Risk driven: Does it escalate into a high-risk scenario, force a critical ‘make-or-break’
decision, or trigger a crisis?
Innovation driven: Does it introduce groundbreaking changes that disrupt existing
structures or methods?
Engagement driven: Does it leverage free resources to signal strategic priorities and
influence stakeholders?
Exam 2
, Operationally driven: Does it overhaul how an organization or process fundamentally
operates?
→ AI is a strategic issue
Different Approaches to Strategic Communication
1. As Integrated Communication – A broad, umbrella term for all forms of communication
aimed at achieving organizational goals.
2. As a Management Function – A corporate-driven approach that aligns communication with
business strategy.
3. As a Military and Political Tool – Used in diplomacy, warfare, and national security (e.g.,
NATO’s approach).
4. As an Alternative to Public Relations – A rebranded version of PR, aiming to remove its
negative connotations.
AI:
An AI system is a machine-based system that, for explicit or implicit objectives infers, from
the input it receives, how to generate outputs such as content recommendations, content and
decisions that can influence physical or virtual environments. (demystification approach)
Efforts to understand human intelligence by reacting a mind within a machine and to
develop technologies that perform tasks associated with some level of human intelligence.
(anthropomorphic approach)
General AI: AI that functions like humans. Exists in Sci-fi movies.
Narrow AI: Excels in one specific subject like ChatGPT.
AI's Role in Communication:
1. Predictive – Forecasting trends.
2. Generative – Creating content (text, image, video).
Exam 3
