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Journal of Undergraduate Research

Keywords

SMC matrix, strategic communications, digital media, PR industries

College

Fine Arts and Communications

Department

Communications

Abstract

As digital media communications continue to grow and become an integral part of organizations’ business strategy, there is a significant gap between traditional strategic communications and the current strategies employed by social media practitioners. In order to address this gap, we wrote a book based upon Wilson and Ogden’s Matrix System for strategic communication planning1 that allows current and future social media practitioners to employ the foundational strategy that has thrived in the PR sector (see Figure 1). This publication also helps traditional PR, marketing and other communication professionals understand and embrace the changes happening in and because of digital communications. We also wrote articles for publication in industry journals under the same project.

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