The role of strategic communication in modern society

Abstract

 Strategic communication is one of the most important tools for achieving organizational goals. In today's digital and globalized environment, the effectiveness of communication directly affects the success and public image of organizations. Strategic communication plays a crucial role in both crisis management and the formation of public opinion and strengthening institutional trust. The scientific article examines the role of strategic communication in modern society, based on case study analysis and research results. Strategic communication is a systematic process that serves to create and disseminate targeted messages to achieve specific results.