In the past two decades, strategic communication has emerged as a distinct field at the intersection of public relations, corporate communication, management and organizational communication. Zerfass et al. (2018, p. 493) define as “the purposeful use of communication by an entity to engage in conversations of strategic significance to its goals”. This definition, articulated by Zerfass and colleagues and rooted in earlier work by Hallahan et al., (2007), underscores that strategic communication is not arbitrary messaging, but a deliberate, goal-oriented practice embedded in organizational strategy from a conversational and communicative understanding of the process. Ansgar Zerfass has been pivotal in developing the theoretical and methodological foundations of this field.