Abstract
Strategic communication is the study of how organizations or communicative entities communicate deliberately to reach set goals. Although the term strategic communication has been in use for years, twenty‐first‐century scholars are only now fully engaged in defining the field and its theoretical influences. Traditionally communication in its organizational context has been studied through various disciplines academically and functionally scattered over domains from management communication, → marketing communication, → advertising, → public relations, technical communication, → organizational communication, and → political communication, to information or social marketing campaigns (Holtzhausen & Zerfass 2013; → Social Movements and Communication). It also covers the full spectrum of economic and social sectors, such as trade and industry, politics, nonprofit, government agencies, activist groups, and even celebrities in the sports and entertainment industries, all referred to here as communicative entities.
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