ABSTRACT
Strategic communication is a term that has become quite popular in communication science education in the second decade of the twenty-first century. Originally only used for a niche, that is, communication programs in the domain of national governments and the military (Farwell, 2012; Paul, 2011), it is now increasingly popular as an umbrella concept embracing various goal-directed communication activities usually covered by public relations, marketing and financial communications, health communications, public diplomacy, campaigning, and so forth. In the United States, many universities have merged formerly distinct public relations and advertising programs into strategic communication curricula. In Europe, strategic communication is often used to signal a managerial approach to the field of integrated communications for all kinds of organizations. In Asia and Australia, strategic communication is a concept used in the professional field, in education and in literature alike (e.g., Mahoney, 2013).
