Of strategy: An analytical study

Ridha El-Methnani

Abstract


It is a study that deals with the definition of strategy, as well as its common patterns, specificities, components, types and aims. This research mainly focuses on the conceptual meanings of the strategy, therefore it aims to establish a significant strong knowledge base that can be considered as a benchmark for any communication strategy and may be useful to any communication planner, regardless of the organizing structure’s nature whether  a state, a company, an organization, or an establishment."Strategy" has appeared in the so-called "media planning"”, it was used in determining the countries’ and media institutions’ media policies, within short, mid and long terms. Thus many concepts came up such as “educational media planning” and “development media plans “also in crisis management: “pre-crisis communication planning”, “crisis communication plans” and “post-crisis communication planning”. Claude-Yves Charron widely spoke about “communication strategies”, when defining the organizational communication as "the process of creating an exchange of messages through a network  of  interconnected  elements, in order to provide the organization’s needs " (Charron, 1998); the strategy in that way  is "the art of using the means to achieve the purpose", and its impact on selecting targets and  identifying them, and selecting the methods in order to achieve them, as well as developing operational plans. Communication strategies include “push strategy”,  “pull strategy”, and others. Strategy seems to be irregularly present in the different stages of information and communication sciences in a way or another; it has always been a strategic component of the communicational way of thinking. "Strategy» was adopted by "information and communication sciences" in different branches of its wide field of knowledge. It is rather to affirm that "information and communication sciences”, as innovative sciences, exploited strategy and got inspired with curricula and approaches. By the nineties of the twentieth century the concept of strategy has entered a new turning point, by the emergence of the information society. In that historical phase the term "strategy" has known different semantics. The information has become the raw material of the society. Nowadays The information in terms of knowledge, is "the source of power and wealth", and is therefore "the essence of power" itself as mentioned Alvin Toffler. By studying strategy through its definition, patterns, specificities, components, types and goals, necessary knowledge base is established in order to set different communication strategies. It concerns either the state as an organized structure, or institutions, organizations or establishments. In fact, communication strategy does not stand unique but is basically related to the strategy concept in general, or even to the strategy as a term. This strategy is a highly complicated phenomenon in itself. It has lots of semantics and dimensions that enriches the concept and gives an extra-value to the study.

 


Keywords


Strategy, communication, position, management, influence, performance, competence, capacities, resources, policy, establishment, destruction.

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