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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 research and highlights how these seemingly contradictory strategy concepts are interrelated. It integrates decision-making and interpretive perspectives on strategy in management and transfers those perspectives to strategy in communication management. Two areas of communication management, problem definition and the identification of stakeholders, serve as examples to illustrate the conceptual framework. Findings -A conceptual model of strategic decision making in communication management is developed. Strategy in communication management is understood as deliberately creating decision-making situations. Strategic decisions in communication management are part of both retrospective and prospective sensemaking processes in organizations. Originality/value -This paper points to fruitful tensions between different strategy concepts and suggests ways to resolve this tension partly. It offers further insights into the role of strategy in communication management by providing a comprehensive view on strategies of communication management from the perspectives of strategy content and strategy process research.

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The purpose of the article is to provide a conceptual foundation for the examination of the impact of the new public sphere on strategic organizational communication. The paper addresses the following question: how do organizations strategically communicate in the face of the changing public sphere? The argument is made, that organizations adapt to this new environment, but that they also actively shape it. Based on a broad review of literature related to the new structural transformation of the public sphere, a model of a networked public sphere is derived. This model serves as a foundation to formulate propositions for future research on strategic organizational communication under the conditions of a networked public sphere. The emphasis of the paper is on the development of a theo-retical framework. However, examples will be included in order to illustrate the assertions. The value of the paper lies in addressing central themes of strategic organizational communication through the lens of the public sphere perspective.

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