Plans, ploys, patterns, positions and perspectives: Towards a typology for strategic communication

In this article I argue that the field of strategic communication lacks a
vocabulary with which to understand, examine and practice the richness
and multi-dimensionality of strategic communication. Though there have
been several advances and vital contributions to the re-conceptualization of
‘strategic’, there appears to be a tendency for the field to replicate a
similar divide in the strategic management field, namely between the
proponents of strategic communication as being rooted in intent and the
proponents of a more emergent understanding of strategy. By offering a
translation of Mintzberg’s five modes of strategy, I aim at bridging the
divide by putting forward that strategic communication can be
conceptualized as a stream of purposeful decisions made and actions
taken over time regarding how, when and with whom to communicate in
order to fulfil an organization’s goals. Further I argue that while these
decisions and actions are not contrary to the accomplishment of the
organization’s aims, their ‘strategicness’ is not conditioned by whether or
not they are the result of measured intent. As such, I advocate for
conceptualizing strategic communication on a continuum from deliberate
to emergent, from strategic communication as a plan, via ploy, pattern,
position, to strategic communication as a perspective.