At Alma Mater Press, the scientific monograph Strategic Communication: The Science of Practical Wisdom by Associate Professor Dr. Luka Martin Tomažič has been published. The book offers a reflection that is almost essential for modern times: can communication still be understood merely as a set of rules?
The monograph stems from the finding that traditional empirical and procedural models of strategic communication are increasingly unable to meet the demands of contemporary social and technological environments, characterized by uncertainty, time pressure, and information asymmetry.
As the author writes:
“Contemporary strategic communication increasingly takes place in environments lacking traditional structures and marked by a high degree of volatility and a lack of information.”
In response to these challenges, the author develops the concept of strategic communication as practical wisdom (phronesis), which goes beyond merely technical-rational approaches. Strategic communication is thus understood as an argumentative activity with an ethical aim, in which values, virtues, and situational judgment play a key role.
The phronetic model as a response to complexity
The central contribution of the monograph is the development of a phronetic model of strategic communication, which includes five interconnected elements – perception, evaluation, communication, maneuvering, and reflection – and enables effective action in complex and rapidly changing communication environments.
Dr. Tomažič emphasizes:
“It is a dynamic and interactive process that goes beyond the mere transmission of information.”
Interdisciplinary contribution and applicability
The monograph is distinctly interdisciplinary, as it brings together philosophy, communication studies, and applied ethics. It is intended for researchers, students, and professionals in the fields of communication, public relations, and management, while also offering practical guidance for operating in demanding communication situations.
With the publication of the monograph Strategic Communication: The Science of Practical Wisdom, Alma Mater Europaea University continues its commitment to the development of scientific excellence and the promotion of socially relevant research.
