Communications strategy? Strategy communication? Integrating different perspectives

Discussion of the role of the communications function in the strategic decisionmaking process has been neglected in the strategy literature, which views communications as a primarily tactical function. This contrasts with the communications literature which posits a more overt role for communication (with particular reference to corporate communications and public relations) in the strategy process. This article reviews these two contrasting perspectives on the issue of the strategic potential of the communications function and introduces a conceptual framework which identifies a typology of communications roles under different strategy making process modes is advanced.