“Strategy” has long become an indispensable concept in the literature on
communication management and public relations. The context of its justification
has at least two facets: On the one hand, it is nowadays taken for granted that
communication management is a strategic management function. Within this context
the internal influence as well as the power of communication management is especially
scrutinized. These considerations are usually tied to strategic management
approaches. On the other hand, communication management itself should be
organized and carried out strategically. The concept of strategy here often belongs to a
discourse of quality and professionalization. These considerations usually appear in
literature particularly in prescriptive approaches to the planning of communication
concepts. These examples demonstrate how diversely the strategy concept is used in
the literature on communication management. Nevertheless, a theoretical grounding
for the strategy concept in relation to communication management remains for the
most part to be accomplished.