Communication strategies

New Bulgarian University
Communication strategies
by Roussi Marinov, Ph.D.
M’s Program" Communication management"



This book analyses the phenomenon strategy and, in particular, studies the structure, nature, characteristics, and approaches to communications strategies formulation. The concepts strategy is extremely popular and has come deeply into the public’s set of concepts. It is used for various purposes. For example, we can refer to the following combinations- economic strategy, political, financial, organizational, environmental, energy, military, personality, management strategy. In most case, however, this concept is inadequately used or does not correspondent to the context and the author himself does not add a more serious and thorough meaning to its use. Here we try to define the term strategy from various viewpoint focusing our attention, however, on the communications aspects of the strategy, especially the strategy used in modern communications oriented structures.

The main aim of each strategy is to have significant supply of intellectual, technological and information energy concentrated on a certain place/ organization, institution or community/ and then have this energy spread in all possible directions as to neutralizing the weaker energy symbol fields, especially those trying to oppose the organization. As a result, the changes of the others counteract to the institution are reduced to minimum.

The strategy is underlain by the knowledge – not the specific object-oriented one, but the overall comprehensive knowledge. Presently, the knowledge of the knowledge itself and the information about the information available appear to turn into strategic resources. Such orientation type provide full and thorough estimation of the events and a parallel prediction as to how the would develop in the near future within certain limits, however, defined by territory, resources and potential.

Strategists often operate with fine structure and deal with analysis of almost indefinable phenomena requiring subtlety, non-standard approach and great deal of imagination. There are two basic strategic orientations- one connected with manipulating the surrounding world, concealing the intents and actions as purpose is to derive maximal benefits, and second one relating to the full opening to the external world and to oneself so that the others are almost always fascinated with our actions and often, as a result of this full straightforwardness, do not believe us.

The strategy is a dynamic mixture of intuition, imagination, fantasy, energy, knowledge, ability to get into the processes, insights and improved capabilities of thorough situation analysis. The strategy is getting into the nature of the things, adequate behavior and realizing the prospective benefits set by situation for the main purpose of gaining any advantages in the future. The strategy is also a positive, energy condition of the mind and the integral part of the success and victory.

Modern communications strategies are synchronized with the specific and trends related to the technologies and the new virtual organizational structures witch are full of discords. There are fluid, virtually semantic, fragmentary, sometimes illogical and eccentric.

This book is intended for students attending the New Bulgarian University’s Master’s Programs in Communication Management, Mass Communications. This book may be useful to experts and specialist in the field of media, communication management, public relations, crisis, risk and conflict management.

The book consists of three basis parts and appendices with several practical analysis and programs used to manage strategies communications. Several tables and approaches have been added for the research of communications aspects of strategy situations in Bulgaria, Europe and the others countries of the world.

The title of the parts are as follows:

Chapter 1- “Strategic thinking- models, principal, philosophy;

Chapter 2- “Models of communication strategies” ;

Chapter 3- “Communications strategies and PR”

Conclusion, bibliography, supplements.



For more information:


rroussi@netscape.net