Purpose: Ambiguity has become a central concept in strategic communication research in recent years. This paper addresses three central deficits in the research to date. First, clarity-focused approaches and ambiguity-focused approaches are in opposition to each other, resulting in an...

Purpose: Although the market for communication consultancies has been booming worldwide for many years now, there are still only a handful of theoretical concepts and empirical findings pertaining to communication consulting. This is the fundamental starting point for this paper, which sets out...

Purpose – The purpose of this article is to provide a new perspective on the relationship between communication management as a strategic process and corporate strategy. Design/methodology/approach – This paper compares approaches of the prescriptive and the descriptive branch of strategy...

Purpose The term strategic communication has become firmly established in recent years. The emergence of the term was associated with the hope of finding a more fitting description for overlapping communication processes, since existing approaches can hardly fulfill these expectations. To date,...

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the requirements for the contents of strategic communication, the concept of outside-in- and inside-out-content is introduced. The...