Strategy is a key concept in management practice and research. The term is commonly used in communications, but is often misinterpreted and overstretched. Planned activities, such as large campaigns, social media communication, events or CEO interviews are often labelled as “strategic”. Rarely, however, is there any talk of operational communication. At the same time, content marketing, corporate influencers and many others communicating on behalf of a company also claim strategic impact. 

This lecture links communication to strategic management and will show how strategic and operational communication contribute to value creation. Ansgar Zerfass will introduce practical tools like the Communication Value Circle and demonstrate how communication objectives and KPIs can be reviewed when corporate strategies change, for example in times of recovery after the coronavirus pandemic.



Prof. Dr. Ansgar Zerfass | Leipzig University

Ansgar Zerfass is Chair Professor in Strategic Communication at the Institute of Communication and Media Studies at Leipzig University. He is also a Professor in Communication and Leadership at BI Norwegian Business School, Oslo, and Vice Chair of the International Communication Association (ICA), PR Division, Washington D.C. The habilitated communication scientist with a PhD in Business Administration worked for ten years within Corporate Communications in business practice. According to Google Scholar, Ansgar Zerfass is the world’s most frequently cited researcher within strategic communication, corporate
communications and communication management. His handbook on corporate communications is considered the standard work in this field (3rd edition,
Wiesbaden 2020, in German).