To problematise the reference models of communication and strategy adopted by organisations, especially in mediated society, requires outlining a new approach to strategic communication. A conceptual reflection is used for this purpose, beginning with a literature review of the scientific production of Brazilian authors in this field and Foucauldian ideas of discursive practices, to understand the enunciative function of the utterances present in organisational discourses. Considering the implications of mediatisation in organisational communication, the goal is to achieve strategy as a social practice, articulated to the socio-political-cultural context. In order to delimit its empirical scope and to highlight the strength of interactions in the mediatised space and symbolic confrontation, the chapter fosters comparison between the different conceptual notions developed in the face of empirical observations about the positioning of organisations during the COVID-19 pandemic in Brazil. The analysis shows that organisations need to understand, in an interactional and complex manner, communication processes in mediatisation and their relations with individual and collective subjects, which shape the meanings, discursive practices, and organisational strategies. If, in this scenario, the organisational discourses lie beyond the control of organisations, they should not be neglected, either as products of a context that shapes them, nor as modulating agents of patterns that disturb or strengthen the contemporary social structure.