Strategic Communication: An Institutional Perspective

Abstract

Institutional theory and institutionalization improve our understanding of strategic communication, but are largely neglected in communication research. This article discusses the varying perspectives of institutional theory and their benefits for broadening the theoretical foundation of communication management. Institutional theory is no monolithic concept but covers different schools and camps. Three main branches of institutional theory—new institutional economics, historical and political institutionalism and organizational institutionalism—are discussed with a specific focus on the latter. Organizational field and institutional logics can be applied to strategic communication. By using a three pillar model of institutions the explanatory power of each strand of institutional theory leads to new insights and future research for strategic communication.