Editorial

Citation

Plowman, K. (2016), "Editorial", Journal of Communication Management, Vol. 20 No. 3. https://doi.org/10.1108/JCOM-05-2016-0036

Editorial

Article Type: Editorial From: Journal of Communication Management, Volume 20, Issue 3.

“Big strategy and little strategy”: their place in corporate communication and communication management

The genesis of this special issue was an invitation from Corporate Communication International for the Journal of Communication Management to sponsor a special panel last year at its annual conference. A call for papers went out and a number of papers were presented last year. This special issue is a culmination of that process and represents a next step in the study of strategy in public relations, corporate communication, and communication management. To many academics and professionals in the field, strategy in communication is second nature and numerous textbooks cover operational or program-level strategy, creating and carrying out communication campaigns. But there is little data-driven research to back up our claims for the practice: either the overarching grand strategy, corporate or big strategy of what we do, and the ensuing organizational, program or little strategy that carries out the big strategy in our profession. The accompanying articles in this special issue are a further step in documenting communication strategy in its entirety.

Ken Plowman