Strateško komuniciranje: Znanost praktične modrosti

The book Strateško komuniciranje: Znanost praktične modrosti (ang. Strategic Communication: The Science of Practical Wisdom) by Associate Professor Luka Martin Tomažič presents an innovative approach to strategic communication grounded in the Aristotelian concept of practical wisdom (phronesis). The author critically evaluates the limitations of traditional empirical and procedural models, which often prove insufficient in volatile, rapidly changing environments marked by informational asymmetries. Instead, he proposes a normative, ethically grounded approach that integrates rational argumentation, values, virtues, intuition, and timeliness (kairos). The book develops a practical model of phronetic strategic communication based on five key elements (perception, evaluation, communication, maneuvering, reflection), enabling effective and ethical action in complex situations such as crises or digital discourse. The work offers an interdisciplinary synthesis of philosophy, communication studies, and applied ethics, while also providing practical guidance for communicators.