Strategic communication is the management process that aims to transform the organization into an institution for all its stakeholders. stakeholders, both internal and external.
For this purpose, Communication refers to values, to already meaningful models that the organization intends to establish as part of a context that increases the legitimacy of its decisions and actions within its environment.
All communication actions (integrated marketing communications, brand launch and maintenance, press relations and actions, internal communications, crisis communications, social responsibility communications, etc.) are part of institutional communications insofar as they allow an organization dedicated to something special (private, state or social) to increase the legitimacy and validation of its decisions through the generation of values, models and meanings that others adopt as their own.
