Strategic Communication: Weapon for Behaviour Change

This article explicates Strategic Communication as an emerging but influential discipline in Science Communica-tion research. In particular, it examines its role in causing behavior change and enabling organizations to fulfill their missions. To analyse Strategic Communication’s role in causing behavioral change, the article explores how the concept was applied by world leaders, health professionals and the media during Covid-19 pandemic to create public awareness about the virus and to contain its spread. The article delves into the ingenuity of the strategic communication crafting and application of “flatten the curve” metaphor messaging which effectively helped to bring down the pandemic worldwide. A testimony that Strategic Communication properly implemented can cause behavior change. The article analysed refereed articles published online on Strategic Communications. Key words: Behavioral change, Covid19, Organization Performance, Strategic Communication