ABSTRACT In this article, we introduce a multidimensional network perspective as a theoretical and methodological touchstone for the study of strategic communication. The perspective embraces the various disciplinary traditions that are found under the strategic communication umbrella (e.g., advertising, corporate communication, organizational communication, and public relations) and gives primacy to communication as the constitutive element through which organizations make strategic decisions about network positioning and representation to stakeholders. We begin with an overview of the trends in strategic communication that suggest a network perspective is a viable and timely approach. Next, we present the underlying assumptions of a network perspective and identify the six network types applicable to strategic communication research and practice: activity coordination, affiliation, affinity, flow, representational, and semantic. Finally, we introduce a set of propositions to illustrate the heuristic value of the approach and lay the groundwork for future theorizing.

中文翻译：

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多维网络战略沟通方法

摘要在本文中，我们介绍了多维网络视角，作为研究战略沟通的理论和方法试金石。该观点涵盖了战略传播框架下的各种学科传统（例如，广告，公司传播，组织传播和公共关系），并将传播作为组织构成要素的首要条件，组织可以通过该要素做出有关网络定位和表示的战略决策给利益相关者。我们首先概述了战略沟通的趋势，这些趋势表明从网络角度出发是一种可行且及时的方法。接下来，我们介绍网络视角的基本假设，并确定适用于战略传播研究和实践的六种网络类型：活动协调，从属关系，亲和力，流程，表示形式和语义。最后，我们介绍了一组命题，以说明该方法的启发式价值，并为将来的理论奠定基础。