The primary focus of this entry is on arguing the imperative of optimal alignment between strategic communication and the execution of the strategic intent of the organization. From an internal perspective, strategic communication takes the form of continuous strategic discourse between all leaders and their followers, as well as targeted contextualization to ensure that the generically formulated strategic intent gets to be translated to make sense in all of the various structural and functional work contexts throughout the organization. From an external perspective, strategic communication aimed at engaging with external stakeholders needs to be aligned with the internal strategic communication in order to avoid the emergence of a reputation gap between what an organization says about itself and what it is seen to be doing.