Стратегічні комунікації у науково-теоретичному дискурсі

The concept of “strategic communications” has recently become popular in the field of social communications. In the early 2000s the term was used mainly in the military, political and scientific circles of the USA and some European countries. Now there are many studies of strategic communications. This concept is being actively used in scientific works and official regulatory documents both in the world and in Ukraine. At the same time, there is still no generally accepted definition of what strategic communications are, how this system complex should be used in special works, and what is their goal. This creates uncertainty and discussions around even the basic components of this theoretical and practical phenomenon. The article considers the existing concepts of strategic communications, the main functions and components of the concept, analyzes individual considerations of researchers and offers a generalized interpretation of the term. The basic approaches to the definition of strategic communications are systematized, their characteristics are highlighted. The individual tasks that need to be resolved while preparing an effective strategic communications program are emphasized. It is determined that the elements of strategic communications consist of the objects of strategy, communication theory and methodology. It is proved that an effective system of strategic communications is a relevant indicator of the success of the organization and implementation of the political program, it contributes to the development of institutions and guarantees public support in times of crisis. It is noted that one of the main foundations of strategic communications is the promotion of the interests of the state, organization or company, and the lack of a systematic approach, the inefficient activities of the main participants in the process and the unstable implementation of organizational or political strategic decisions reduce the influence of the organization mechanism or public administration as a whole