ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book believes that both approaches are important and valuable, and that they are mutually beneficial. It understands strategic communication to be the conscious organizational communication efforts to reach the overall goals. The book explains deeper into a discussion of strategic communication, integrating the discussion of communication and the reasoning of strategy. It advocates a reflexive approach. That implies a critical understanding of on the one hand acting and thinking and on the other the framework of interpretation, norms, and values. The book draws the conclusion that there is a lot of space for more research on what happens in organizations and how organizational members understand communication. It emphasizes the importance of reflexivity, i.e. of practitioners and researchers not taking things for granted or regarding them as carved in stone.
