Introduction

In today’s knowledge economy, communication has become a key issue in successful leadership of organizations and nation state. Wars are fought, won or lost via communication. It is a very critical tool in selling the organization’s vision and mission to both internal and external publics.

What makes communication strategic is when it is consistent with the organization’s vision, mission, and values as well as when it is able to improve or enhance the organization’s strategic positioning and global competitiveness

To survive and thrive in this highly uncertain and competitive business environment requires that organizations engage in purposeful communication. The increasing complexity of the knowledge economy has challenged the capacity for organizations to engage in long-term strategic planning.

The key questions to explore therefore is the extent to which professional communicators within organizations are a part of strategy formulations, the degree to which communications are aligned with organizational strategy, the effectiveness of communication strategies and campaigns, as well as the role of organizations and stakeholders in the society.

How individuals and organizations use communication and media to negotiate their role in highly mediated societies is very important as well as the nature of communication between an organization and its external audiences.