• Ingenhoff Diana

• Demling Josef Manfred
• Sommermann Viktoria

In today’s digital communication environment, organizations operate under constant public scrutiny. Social media platforms, global information flows, and rapidly evolving AI technologies have fundamentally transformed how organizations communicate with stakeholders, manage reputation, and respond to societal expectations. Strategic communication has therefore become a central management function that shapes how organizations build trust, create legitimacy, and generate long-term value.

This course introduces the foundations and contemporary practices of strategic business communication. Students explore how communication strategy connects to corporate strategy, reputation management, branding, corporate social responsibility, crisis communication, and public diplomacy. Particular attention is given to the growing role of digital media, data-driven communication, and artificial intelligence, which are reshaping how organizations engage with stakeholders and evaluate communication performance.

Drawing on current research and real-world cases, students examine how organizations build resonant reputations, navigate crises, communicate responsibility, and engage global audiences in complex digital environments. Guest lectures from industry professionals provide insights into current challenges like corporate branding, crisis management, sustainability communication, and AI-driven communication technologies.

Through case analyses, discussion of empirical studies, and exercises, students learn how to design and evaluate communication strategies that foster dialogue, credibility, and organizational resilience. The course equips students with conceptual frameworks and analytical tools to critically assess communication practices and develop effective strategies in a rapidly evolving communication landscape.

After completing this course, students will be able to:

1. Explain key concepts and theories of strategic communication and understand how communication contributes to organizational strategy and value creation.
2. Analyze the role of communication in building reputation, trust, and legitimacy in complex stakeholder environments.
3. Evaluate contemporary challenges in strategic communication, including digital reputation management, crisis communication, corporate social responsibility, and the role of artificial intelligence.
4. Assess the opportunities and risks of emerging technologies for organizations and their stakeholders.
5. Apply theoretical frameworks to real-world communication cases and critically analyze strategic communication practices in corporate, governmental, and societal contexts.
6. Develop evidence-based communication strategies that foster dialogue, credibility, and long-term relationships with stakeholders.
7. Assess the effectiveness of communication strategies using appropriate evaluation frameworks, metrics, and communication controlling tools.

• Bjola, C., Cassidy, J., & Manor, I. (2019). Public diplomacy in the digital age. The Hague Journal of Diplomacy, 14, 83–101. https://doi.org/10.1163/1871191X-14101016
• Brubaker, P. J., Church, S. H., Hansen, J., Pelham, S., & Ostler, A. (2018). One does not simply meme about organizations: Exploring the content creation strategies of user-generated memes on Imgur. Public Relations Review, 44, 741–751. https://doi.org/10.1016/j.pubrev.2018.06.004
• Coombs, W. T. (2018). Crisis communication. In R. L. Heath & W. Johansen (Eds.), The international encyclopedia of strategic communication. Wiley-Blackwell.
• Coombs, W. T., & Holladay, S. J. (2023). Digital corporate communication, paracrises and AI. In V. Luoma-aho & M. Badham (Eds.), Handbook on digital corporate communication (pp. 165–178). Edward Elgar.
• Ellerup Nielsen, A., & Esmann Andersen, S. (2018). Corporate social responsibility. In R. L. Heath & W. Johansen (Eds.), The international encyclopedia of strategic communication. Wiley-Blackwell.
• Heath, R. L., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J., & Raupp, J. (2018). Strategic communication. In R. L. Heath & W. Johansen (Eds.), The international encyclopedia of strategic communication (pp. 1–24). Wiley-Blackwell.
• Ingenhoff, D. (2018). Reputation. In R. L. Heath & W. Johansen (Eds.), The international encyclopedia of strategic communication. Wiley-Blackwell.
• Sutherland, K. E. (2025). Artificial intelligence for strategic communication. Palgrave Macmillan.
• Tench, R., & Waddington, S. (2024). Exploring public relations and management communication (5th ed.). Pearson Education Limited
• Van Ruler, B. (2018). Communication theory: An underrated pillar on which strategic communication rests. International Journal of Strategic Communication, 12(4), 367–381. https://doi.org/10.1080/1553118X.2018.1452240
• Volk, S. C., & Buhmann, A. (2023). Digital corporate communication and measurement and evaluation. In V. Luoma-aho & M. Badham (Eds.), Handbook on digital corporate communication. Edward Elgar.

Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).

Students’ performance in this course will be assessed through two in-class evaluations that test their understanding of key concepts, theories, and case studies discussed during lectures.

Students may choose between the following formats:

• Option A: Two written in-class evaluations
• Option B: One written in-class evaluation and one 10-minute oral presentation

Please note: Presentation slots are limited and will be assigned on a first-come, first-served basis during the first lecture session

Written In-Class Evaluations

The written evaluations take place during the lecture and consist of short analytical questions related to the course literature, theoretical frameworks, and real-world communication cases discussed in class.

• Evaluation A: March 23 (15 minutes)
• Evaluation B: May 25 (15 minutes)

Oral Presentation (Optional)

Students who choose the presentation option will deliver a 10-minute presentation on a course-related topic. The presentation should demonstrate the student’s ability to apply theoretical concepts to contemporary challenges in strategic communication.

Active Participation

Students are expected to actively engage in class discussions. Active participation can contribute up to 0.25 bonus grade points to the final grade.

Reassessment

Students who do not pass the course may take a 15-minute oral reassessment exam. The date will be communicated separately.

Examination time: 15 min.

Only possible as a retake exam (second attempt in case of an insufficient grade at the course).