The study considers the conceptual approaches and basic principles of strategic communications. It is noted that the term «strategic communications» has recently become actively used in the scientific and practical sphere of public activity and is now an integral part of the sphere of social communications, actively used in regulations and research of domestic and foreign researchers. The article notes the importance of researching conceptual approaches to the interpretation of the concept of «strategic communications» in connection with the need to develop a unified communication strategy that would combine a full range of communication methods and tools to promote public / corporate interests. Since the concept of «strategic communications» at the beginning of the XXI century was used mainly in military, political and scientific circles of the United States and Western European countries – it is natural that the theoretical component of developing concepts of strategic communications and their practical application deserve special attention and research. That is why the article considers the research of such foreign researchers as R. Brooks, D. Нavra, D. Gage, E. Goldman, K. Paul, M.Price, K. Tikhomirova, K. Hallahan. Also mentioned are the works of domestic scientists studying various aspects of strategic communications as a modern tool for achieving goals in public institutions, including D. Dubov, V. Lipkan, G. Pocheptsov, S. Solovyov and others. The article describes the basic principles of strategic communications, taking into account the adapted classical provisions of military strategy, as well as identifies modern principles due to the development of the information society and the constant transformation of the information and communication space

strategic communications, strategy, communication, conceptual approach, basic principles, target audience