Strategic communication is a term that has become quite popular in communication science education in the second decade of the twenty-rst century. Originally only used for a niche, that is, communication programs in the domain of national governments and the military (Farwell, 2012; Paul, 2011), it is now increasingly popular as an umbrella concept embracing various goal-directed communication activities usually covered by public relations, marketing and nancial communications, health communications, public diplomacy