The State of the Art in Strategic Communication

Everything indicates that the problem of outlining the state of strategic communication is not to realize the state of the question regarding where we are, but to realize the question whose status is attempting to clarify the actual phenomenon being discussed. Building on this concern, the author embarks on a journey through four related knowledge areas, including studies of strategy and communication or, more specifically, about “strategic communication”, as well as those studies on strategy and communication made from life sciences. The author concludes that there are two features that characterize the present time: (1) the strong movements of the communication and the strategy toward the new scientific paradigms, and (2) the trend to the incarnation of both phenomena in human beings (relational) and in collective subjects (organizational). The author suggests a new jump into the study of strategic communication as a biological phenomenon and not just from a social, political or economic basis. The driven idea is that, by integrating strategic communication into real life, it will facilitate the long-awaited unification of this field of study.