ESTRATREGIA DE COMUNICACIÓN. MARCOS, MODELOS, DISCIPLINA Y EVALUACIÓN.

• DOI: 10.22533/at.ed.1872329114

• Palavras-chave: -

• Keywords: Communication strategy, strategic communication, strategic communication frameworks, strategic communication models, evaluation.

• Abstract:

  This chapter is a synthesis of strategic communication frameworks and models
  that address communication strategy in academic publications from 2018 to 2023. The
  research responds to the need to identify these proposals, the theoretical approaches and
  the evaluative dimension to account for the modeling of this type of strategy. An exploratory
  study with a documentary approach was applied to articles from journals indexed in scientific
  databases, with a systematic review of qualitative literature being the research method. The
  findings show 11 frameworks, models and approaches in which the communication strategy
  is a continuous and dynamic process, immersed in the discipline of strategic communication
  that follows the turn of strategy as a practice in contrast to logical and long-term planning.
  term. The importance of organizational learning, the participation of stakeholders in the
  development and feedback of the strategy process, and the tendency to configure open
  and polyphonic two-way communication systems are highlighted. It is concluded that the
  narrative approach in the formation and transformation of strategy is latent and manifest,
  in four points: i) the conception of communicative practice as strategic and strategy as
  communicative practice, this leads to treating the organization as a product of communication
  and, by derivation, to the communication strategy as a communicative practice, characterized
  by uninterrupted continuity and iteration between interlocutors; ii) the arrangement in blocks,
  following the assembly approach that seeks coherence and cohesion between components;
  iii) the understanding and narrative layout of the communication strategy and products; and iv)
  formative evaluation, with and without objectives, which, among others, appeals to qualitative
  methods such as the user’s story, which also complements the summative evaluation focused
  on results.