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Essay strategic communication
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Well articulated discussion of the relevance of a multi-paradigm approach to strategic communication
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Criti
cal
ly di
scuss t
he r
elev
ance of a mul
ti
-par
adi
gm appr
oach t
o st
rat
egi
c
communicat
ion.
Without doubt ,mul ti-
paradigm appr oach pl ays a pi votalr olei n how st rategic
communi cationf unct i
onsasaf ieldthusi tcreatesasy ner gybet weent heor gani zation
anddi fferentf acetsofcommuni cati
onf oracompet it
iveadv antagei nachi ev i
ngt he
organization'
smi ssionandst rat egicgoal s.I ncor respondance, i
tisimpor tanttost ress
that mul ti-
par adigm appr oaches br ought a par adigm shi fti nt he di scipline of
communi cationandbr oughtamor epar adigmat icappr oacht odealwi thpost moder n
organizationalpr oblems.I tinfl
uencedt hewayofdoi ngthingsandencour agedst rategic
communi cationt oappl ymul tidiscipli
nar yr athert hanl ineari ndeci sionmaki ngand
when deal i
ng wi th challenges.. Hencef orth,t hist hereforei mpl yi t'
sr elevence t o
strat
egic communi cati
on.met hodol ogi calappr oach t o nat ur al
lymul ti
-par adigmat i
c
problem. Ont hesamenot e, Theemer geofmaj orf orcessuchasgl obal izationand
i
nteractive communi cation technol ogi es notl i
mi ted to onl i
ne pl atforms has al so
broughtanev oluti
onofmoder nism t opost moder n.Moder nism er aisdi alecticalandi s
basedonspeci al
ization.Thismeanst hatdur ingmoder nitycommuni cat i
onsub- f
ields
suchasmar ket i
ng,publ icr elat ions,cor poratecommuni cat
ion,andpubl i
cr elati
ons
operatedassepar atedent it
ies.Peopl ewer eonl yal lowedt obespeci ali
st si none
profession.Bel owi sadi scussi veexpl anat oryaccountoft heabov ebrieflynot edpoi nts.
By way of def ining key t er ms Hal lahan etal, (
2007) i ndicated t hatst rategi
c
communi cat i
on concent ratesont hecor edr i
ver soforganizationalsuccessandi talso
expandst hetraditionalsetofi nstit
uti
onal i
sedcommuni cationmeasur esi nordert o
managemeani ngi nal lkindsofi nter
actionwi thi
nternalandext ernalst akeholders.
Basing oft hiscl arit
y ,thewr i
terdef i
nesst r
at egi
ccommuni cati
on asst udyofhow
organizat
ions use communi cati
onpur posefullyt of ulf
illt heir ov erallmi ssions .
Consistently
,GoiaandPi tr
e( 1990,591)ar guet hatmul t
ipar adigm appr oachesof fernew
i
nsights because t hey “ startf rom di f
ferent ontological and epi st
emol ogical
assumpt i
ons”andt hereforecant apdi ff
erentf acet
sandpr ovideuni quelyi nf
ormat iv
e
vi
ewsoft hecompl exev entst hatar estudied.
Consi
stently
,amul ti
-par
adi
gm approachcreatesasyner
gybet weent heor
gani
zati
on
anddi
fferentfacet
sofcommuni cat
ionforacompeti
ti
veadvantage.Themult
i-
par
adi
gm
al
sobroughtchangesi nstr
ategiccommunicati
oninsuchawayt hattheMaini
deaof
communi cati
onwasonl ybasedonor gani
zati
on,t
hebestinterestoftheor
gani
zati
on
, howev erstrat
egiccommuni cati
oni ntr
oducedt hei deaofi nvol
vi
ngthesoci et
alsphere.
Meaningi nvol
vingandunder standingst akehol
der sviewsbecausest akehol
dersdoplay
arolei norganizat
ions,egNow dur ingCOVI D19or ganizati
onhadt ogetinvolv
edand
contr
ibutet owardsassi st
ingt hesoci ety.Thereforeallt heabove,
aptlyindi
catesthe
rel
evenceofamul ti
-paradi
gmat icapproacht ostrategiccommuni cat
ion.
Accor dingly ,or ganisationsandi ndividual sar ecomi ngunderi ncreasi ngpr essur enot
onlyt ol ear n,changeandadapt ,butal sot ot akeact ionst hatar eet hicall
yaccept able
andsust ainabl e,andwhi chbal ancet hei nterest sofar angeofdi fferentst akehol ders
(Rowl ey&Gi bbs2008:357) .Hencef orth, multi
-paradigm appr oachesi nfluencedt heway
ofdoi ngt hingsandencour agedst rategiccommuni cat iont oappl ymul tidisciplinary
rathert hanl ineari ndeci sionmaki ngandwhendeal i
ngwi thchal l
enges. Anexampl eif
youar eanact ory oucoul donl ypr acticeasanact orunl iket hrought hepost moder ner a
wher ei tallowsanact ornott oonl ywor kasanact or,butcanbeapr oducer ,scriptwr i
ter
andf ilm pr oduceratt hesamet i
me.Mor eover,thisappr oachf oll
owsasi nglewayof
thi
nki ng and asi nglet heoryt o gui dei tthrough.Thr ough t hepar adigm shi ft,t he
post moder ncamei ntopl aceandi sbasedont het hinki ngofdi al
ogi cal.Accor di ngt o
variousst udies, thi
smeanst hatev er ythingany bodyev ersay salway sexi stsinr esponse
tot hingst hathav ebeensai dbef or eandi nant i
cipationoft hi
ngst hatwi l
lbesai di n
response.I taddr essesexi sti
ngpar adoxesandi scoher encei nnature.Pl ausibly,al lthe
abov e,t est i
fies t he r elevence of a mul ti
-paradigmat ic appr oach t o st rategic
communi cat ion.
Mor ethanany thing,Postmoder nintr
oducedt hemul t
i-paradi
gm appr oachwhi chall
ows
fordifferentviewpoi ntsand way soft hinking.Itpl acesmuchemphasi sonmul ti
-
paradigm involvementandt hepol ycont extualstrategy.Ont hesamepoi ntofv i
ew,
multi-
paradigm empl oysav ar i
etyofdi sci
plinetheoriessuchasor ganizat
ionalt
heor y
,
socialtheory,andpsy chologicaltheoryandsof or
thi nor dert odevelopthef i
eldand
fur
thergai nmor edeepknowl edgeofcompl exphenomena( Heideetal2017) .Without
doubt,theabov epoi nt,br
ingst olighttherelevenceofamul t
i-paradi
gmat i
capproacht o
str
ategiccommuni cat i
on.
In addi
tion,thi
s paradigm shif
tisi ndeed challengi
ng the moder nism tr
adi
ti
onal
organi
zation communi cat
ion and moder ni
zation organizations based on f ixed
organi
zationalstr
uctur
es,hierar
chy
,t op to bottom and t he linearapproach.The
emergenceofapost -modernmarket
placeembr acesdiversi
ty,f
lexibi
li
ty,andcompl
exity
.
Itsuggeststhatorgani
zati
onsmustredefinetheirwayofdoi ngt hings,tomakeaway
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