THEORETICAL FOUNDATIONS AND MODERN APPROACHES OF EXTERNAL COMMUNICATION STRATEGY
Keywords:
Systems Theory, Institutional Legitimacy, Situational Theory of Publics, Integrated Marketing Communications (IMC), Social Media Listening, Influencer Marketing, ESG Reporting, AI-Powered Personalization, Reputation Management, Digital Transformation.Abstract
This article offers a comprehensive, academically grounded exploration of external communication strategies within modern organizations, emphasizing both classical theoretical frameworks and contemporary digital-age practices. It starts by outlining foundational theories such as Systems Theory, Institutional Theory, Situational Theory of Publics, the Narrative Paradigm, and Dialogic Communication Principles, all of which provide conceptual tools to understand the role of communication in organizational survival, legitimacy, and audience engagement.
The article then transitions into cutting-edge practices reshaping the external communication landscape. These include Integrated Marketing Communications (IMC), influencer and employee advocacy marketing, ESG reporting, AI-driven personalization, omnichannel strategies, and proactive crisis communication. The discussion is supported by up-to-date literature, emphasizing transparency, stakeholder inclusivity, and societal impact communication as key expectations in today’s dynamic environment.
References
Blocker, C. P., Kashmiri, S., & Martin, K. D. (2024). Purpose-driven marketing: From profit to progress. Journal of the Academy of Marketing Science, 52(1), 1-24.
DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147-160.
Fisher, W. R. (1984). Narration as a human communication paradigm: The case of public moral argument. Communication Monographs, 51(1), 1-22.
Grunig, J. E. (1997). A situational theory of publics: Conceptual history, recent challenges, and new research. In D. Moss, T. MacManus, & D. Vercic (Eds.), Public relations research: An international perspective (pp. 3-48). International Thomson Business Press.
Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.
Ioannou, I., & Serafeim, G. (2015). The impact of corporate social responsibility on investment recommendations: Analysts' perceptions and shifting institutional logics. Strategic Management Journal, 36(7), 1053-1081.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37.
Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27(1), 133-160.
Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: Formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340-363.
