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Communication Strategies: the book<

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Contents advances

Communication Strategies constitute a public intervention territory in which two of the most representative thoughts of our time are overlapped: the strategic one, and the communicative one. In spite of this, very few knowledge fields have reached our days so unexplored as these. This book offers new maps and tries to explain to the readers the secrets of the communication strategies, at the same time it gives some clues about the future.

Divided in four parts, in the first the most important theories of strategy are examined through five genealogies of knowledge: the military strategies, the mathematic theories about random, probability and uncertainty, social action theories and the cultural basis that have made them possible. In the second part, the author states his critics towards the present theory and proposes a new model. The third one studies the strategic management of the public communication, to propose, in the fourth and last part, a new strategic theory.

One of the most suggesting conclusions in the book is that, in the mix of communication and strategies, the communication is the one that has more to give.

But, to make it happen, communication cannot be used as an instrumental factor that comes at the end of the process to “sell” the enterprise's merchandise, political or cultural. Instead, communication must be understood as the constitutive, regulative and articulator factor of the organizations, its identities and the interchange with the outside.

A step that the modern theories of management sense but do not take. The author wanders what use it has for us to talk about culture, leadership, quality, differentiation, knowledge, emotional capital, value, etc. if we cannot handle them, if we do not understand that communication is precisely the co- casual factor of all those intangibles and therefore the piece that was missing to their efficient management: “Communication is the mother of all intangibles”.

The most risked and the most valued answer that the book gives is the proposal of a new strategic theory, less rational and more relational, less geometric and more hermeneutic.