In this chapter, conceptual considerations on strategic communication of and for sustainability in higher education institutions are presented and discussed in light of the results of a case study. The chapter defines key aspects such as sustainability in higher education institutions, sustainability communication, strategic communication, and the importance of a “whole institution approach” for sustainability transformation in Higher education institutions (HEIs). The case study analyzed the first years of a transformative research project at a HEI, revealing that effective strategic sustainability communication should be flexible, opportunity-driven, and often interpersonal rather than public. It emphasizes the importance of aligning strategic communication with the values and interests of stakeholders.