Profitable Uses of Communication Concepts in an Interdisciplinary and Multicultural Context

Abstract

Within a volume dedicated to Interactions of Professional, Institutional, and Business Discourses, an interdisciplinary approach proves highly relevant, emphasising the judicious application of communication concepts in professional and institutional exchanges. In reinforcing the necessity and skilful implementation of various concepts, theories, and models within communication professions, it is crucial to recall B. Dagenais' perspective on the fundamental stakes of communication—particularly in the field of public relations. While these principles are primarily associated with this domain, they also permeate
strategic and tactical elements of advertising, mass communication, and educational sciences. Dagenais (2002) delineates these objectives as follows: (a) communication is essential to existence; (b) it serves to capture attention; (c) it informs; (d) it fosters an atmosphere of goodwill; (e) it resolves issues; (f) it navigates challenges; (g) it builds reputations; (h) it provides defense; (i) it influences public opinion; (j) it responds to
journalists and audiences; and (k) it addresses socio-economic complexities. An analysis of the operationalisation of these elements leads to anticipated conclusions: professional communication enhances meaningful interaction across critical sectors, and societal expectations can be met through properly structured education, ensuring that the balance between aspirations and realities is anchored in fair evaluation and self-assessment criteria for both students and educators.