The Institutionalization of the Strategic Communication Function in the United States

Abstract

This article seeks to explore how the strategic communication practice has been institutionalized in organizations in the United States. Before delving into the topic of institutionalization, it seeks to gain an understanding of the definition of strategic communication. After identifying the meaning of strategic communication, we delve into a literature review to ascertain the role of communication and its current state. We also identify and propose the key indicators, which form the basis of the discussion of institutionalization through the review of relevant literature. This is done by analyzing previous discussions on organizational functions such as purchasing, human resources and information technology. These key indicators are then tested in an empirical study involving communication professionals of over five hundred organizations in the United States. The data from the study is presented, followed by a discussion of its strategic implications. The findings are then used to discuss the current state of institutionalization of the communication function in the United States.