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Strategic organizational communication mean ?


I need a clear to the point definition my textbook isn't making it very clear.

Organizational communication is a powerful process designed to achieve management goals by creating awareness , affecting attitudes and changing behavior of employees and persuade them to take action towards attaining of organisational goals .
A sound strategic communication plan includes background research, a situation analysis, clear goals,measurable objectives, feasible strategies, sound tactics and post-implementation measurement.

I found lots of definitions by going to Google and typing in:
Strategic organizational communication

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