Strategic communication is the process employed by governments and other institutions to influence the attitudes and behaviour of a target audience through an understanding of its psychological and social structure, without using force. It can be used to achieve humanitarian, military, security or corporate goals.
The practice of strategic communication is nothing new. Throughout history, the most influential world leaders have understood the importance of ‘winning hearts and minds’, both through their actions, and through effective communication. In the current context, however, effective strategic communication is more a science than an art. Despite this, marketing and advertising agencies have been conducting ineffective campaigns in political situations with the same techniques used to market consumer products. SCL has spent years synthesising scientific research on persuasion and group dynamics to distil Strategic Communication into a truly consistent and effective tool for behavioural change.