DOI: 10.36347/sjahss.2018.v06i02.002

Pages: 277-283

Since later part of the twentieth century, considerable attention and research have been focused on the field of sustainable development and strategic Communication which evolved gradually from development communication, to environmental communication to communication for sustainable development (SD). The day by day increasing population and fast depleting basic requirements for the existence of all the species drew attention of researchers. Generally, the work in this direction is done by top global organizations but clarity of concept and awareness among main stakeholders is still missing. Sustainable development is a communications challenge in itself because it is difficult to promote, persuade and convince for action and practice in day to day life. Hence, sustainable development integrated with strategic communication has become the need of the hour. The article, therefore, with its focus on strategic communication integrated with ‘sustainable development’ with its social, economic and ecological dimension, aims at presenting in brief and simple manner the gist of existing research, dedicated reports and work on sustainability communication for audience who have no time for, and interest in reading big reports or thick books. It tries to explain the concept and explore the role strategic communication can play for a sustainable transition. Multifarious activities in the process of sustainable development from policy making to implementation depend on effective and strategic communication itself. Surprisingly, despite its acknowledged impact, communication is rarely integrated in development programmes as a strategic tool. The literature review based analysis finds that strategic communication can play a crucial role at all stages and has enough potential to meet various challenges associated with the implementation of sustainable development programmes and thus recommends overall synchronization betweenSustainable development and communication strate