Group of "Strategic Communication II"

Portrait of the Working Group
© IfK | Julian Wortmann

Team of Strategic Communication II

The team of Strategic Communication II, headed by Prof. Dr. Helena Stehle, focuses on the intentional and non-intentional communication in, by, and between organizations, as well as on the perception and effects of such communication. The following areas are explored both theoretically and empirically:

Strategic communication as an organizational function

The team is interested in how organizations communicate goal-oriented and strategically with external and internal stakeholders as well as with each other, and in how this communication can be characterized (e.g., regarding structures, processes, motives, guidelines, as well as regarding planning, implementation, and evaluation as communication management). Organizations of different types and systems are considered. For example, past and current work deals with internal communication as well as environmental communication.

Perception and effects of organizational communication

How are organizations and their (non-)intentional communication perceived and reflected in their networks and relationships as well as in the public sphere? In exploring this question, the team pays particular attention to the comparison of organizational and public views as well as to consequences of deviations. For example, past and current work deals with the subjective perception of dialog communication, discrepancies in expectations and their consequences in internal communication, and the attribution or withdrawal of legitimacy and credibility.

Contexts and parameters of organizational communication

Which conditions and parameters affect the (non-)intentional communication of organizations and their perception in a modern, digital society? Organizational communication is analyzed in the context of socio-political, social, economic and technical developments. For example, past and current work deals with digital (in)visibility as well as with change communication at the interface of communication studies and organizational research.

  • Staff

    Prof. Dr. Helena Stehle +49 251 83-23000 E-Mail
    Dr. Bernadette Uth +49 251 83-21051 E-Mail
    Julia Lührmann M.A. +49 251 83 21051 E-Mail
    Fröhlich, Paula (student assistant)    
    Heckert, Johanna (student assistant)    
    Lemper, Katharina (student assistant)    
    Leutloff, Ante (student assistant)    

  • Projects

  •  

    Publications

    • , , , , & (). Editorial. Studies in Communication and Media, 15 (1), 3–8. doi: 10.5771/2192-4007-2026-1-1.

    • , , , & (). Public relations and sustainability: Points of friction in a complex relationship. in Weder, F. (ed.), Strategic sustainability communication: Principles, perspectives, and potential (pp. 35–52). Springer Nature. doi: 10.1007/978-3-031-89486-2_3.
    • , , , , & (). The journalism-audience relationship in the digital age: A theoretical literature review. Journalism: Theory, Practice and Criticism, 26 (1), 45–64. doi: 10.1177/14648849231221611.
    • , , , & (). Personal values and their impact on the opinion leadership of managers and employees in internal communication. Journal of Public Relations Research, 37 (1-2), 151–172. doi: 10.1080/1062726X.2024.2409652.
    • , , & (). Striving for legitimacy: Strategic energy project communication and its characteristics. in Weder, F. (ed.), Strategic sustainability communication: Principles, perspectives, and potential (pp. 95–108). Springer Fachmedien Wiesbaden. doi: 10.1007/978-3-031-89486-2_6.
    • , & (). How civil society actors employ strategic communication to delegitimate corporations in public debates on sustainability. in Weder, F. (ed.), Strategic sustainability communication: Principles, perspectives, and potential (pp. 441–454). Springer Fachmedien Wiesbaden. doi: 10.1007/978-3-031-89486-2_26.
    • , , , & (). Internal megaphoning: What echoes through the corridors? () Academic Society for Management & Communication.
    • , , & (). Legitimität im Visier. Energiekommunikation und ihre Strategien. PR Magazin (6/7), E1–E8.
    • , & (). Taking a stance in corporate communication. Corporate Communication Review, 1 (2), 20–25.

    • (). Chancen und Herausforderungen der redaktionellen Umsetzung von Audience Engagement – eine Fallstudie am Beispiel des Projektes #unserWasser. Publizistik, 69 (1), 39 –63 . doi: 10.1007/s11616-024-00830-1.
    • (). Veränderungskommunikation/Change Communication. in Szyszka, P., Fröhlich, R., & Röttger, U. (ed.), Handbuch der Public Relations. Wissenschaftliche Grundlagen des beruflichen Handelns (4. edt.) (pp. 807–822). VS Verlag für Sozialwissenschaften. doi: 10.1007/978-3-658-28149-6_44-1.
    • , , , , , , , , , & (). In/visibility in the digital age: A literature review from a communication studies perspective. International Journal of Communication, 18 (2024), 5471–5493.
    • (). Merton (1949): Patterns of Influence. in Hoffjann, O., & Sandhu, S. (ed.), Schlüsselwerke für die Strategische Kommunikationsforschung (pp. 443–453). Springer. doi: 10.1007/978-3-658-45292-6_39.
    • , , , & (). The impact of internal communication on individual empowerment: Findings of a representative employee survey in Germany. International Journal of Strategic Communication, 18 (3), 208–227. doi: 10.1080/1553118X.2024.2312859.
    • , , , , & (). Die Journalismus-Publikum-Beziehung als Herausforderung für den politischen Journalismus. in Nuernbergk, C., Schumacher, N. F., Haßler, J., & Schützender, J. (ed.), Politischer Journalismus. Konstellationen – Muster – Dynamiken (pp. 147–162). Nomos. doi: 10.5771/9783748939702-147.

    • , , , & (). COVID-19 sceptics’ attitudes and expectations toward the media: Understanding the role of moral judgements on trust and distrust in journalistic communication on COVID-19. Studies in Communication and Media, 2 (2-3), 155–182. doi: 10.5771/2192-4007-2023-2-3-155.
    • , , , & (). Die Habilitation in der Kommunikations- und Medienwissenschaft. Eine inhaltsanalytische Bestandsaufnahme. Publizistik, 68, 491–517. doi: 10.1007/s11616-023-00818-3.
    • (). von der Wense, Ina: Zwischen Reflexion und Dekonstruktion. Analyse organisationaler Entscheidungskommunikation am Beispiel redaktioneller Weblogs. Publizistik, online first. doi: 10.1007/s11616-022-00776-2.
    • (). What employees perceive as personal communication: Results of a Q study on internal communication. Journal of Communication Management, 27 (3), 414–431. doi: 10.1108/JCOM-12-2021-0148.

    • , & (). Rhetorische Situationen als nützliche Gelegenheiten für die PR. Eine Analyse von Kommunikatorglaubwürdigkeit an der Schnittstelle von PR-Forschung und Rhetorik. in Hassenstein, K., Ritz, C., & Sandhu, S. (ed.), OrganisationskommunikationWicked Problems: Herausforderungen für PR und Organisationskommunikation (pp. 75–94). Springer VS. doi: 10.1007/978-3-658-37793-9_5.
    • , , & (). Erwartungen in der Journalismus-Publikum-Beziehung in digitalen Kontexten – Determinanten der Accountability von öffentlich-rechtlichen Medien. () Österreichischer Rundfunk (ORF).

    • , & (). Visibility in the digital age: Introduction. Studies in Communication Sciences, 21 (1), 93–98. doi: 10.24434/j.scoms.2021.01.006.
  •  

    Talks

    • Lührmann, J.; Wagemann, V.; Stehle, H.; Röttger, U. : „Corporate stance communication: Topics and challenges from the perspective of Chief Communication Officers]“. Jahrestagung der Fachgruppe PR und Organisationskommunikation der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK), Salzburg, .
    • Dhanesh, G.; Einwiller, S.; Stehle, H. : “Governing ESG Communication in Times of Polarization (accepted)”. EUPRERA 2026 Annual Congress, Malaga, .
    • von den Driesch, Lea; Springer, Nina; Wehden, Lars-Ole; Uth, Bernadette : „Glaubwürdig durch Verwechslung? Fehlklassifikation und Glaubwürdigkeit von Newsfluencer:innen aus Publikumsperspektive“. DGPuK Fachgruppentagung Journalistik/Journalismusforschung, Köln, .
    • Stehle, H. : “Taking a stance? Corporate communications on topics subject to controversial socio-political debate”. Forschungsdialog, Fachbereich 06, Universität Münster, Münster, .

    • Stehle, H.; Lührmann, J.; Uth, B. : „S24.10.takeholder expectations concerning strategic energy communication—a Q-sort study“. Jahrestagung der DGPuK-Fachgruppe Public Relations und Organisationskommunikation, Greifswald, .
    • Lührmann, J.; Stehle, H.; Röttger, U. : „Corporate stance communication and its design and form—a scoping literature review“. Jahrestagung der DGPuK-Fachgruppe Public Relations und Organisationskommunikation, Greifswald, .
    • Stehle, H., Kannengießer, S., Lührmann, J., Uth, B., Hausmann, H., Görland, S. : “Communicating the energy transition in Germany—Enablers and barriers at local and national level1”. ICA 2025 Annual Congress, Denver, .
    • Kannengießer, S., Stehle, H., Uth, B., Hausmann, H., & Lührmann, J. : „Kommunikationswissenschaftliche Perspektiven auf Akteur*innen der Energiewende“. "Öffentlichkeit(en) und ihre Werte". 69. Jahrestagung der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK), Berlin, .

    • Wehden, Lars-Ole, Uth, Bernadette, von den Driesch, Lea, Engelke, Katherine M., Springer, Nina : “Transitioning to transparency: Footnote journalism as a novel journalistic practice”. 10th European Communication Conference (ECREA), Ljubljana, .
    • Uth, Bernadette; Lührmann, Julia; Stehle, Helena : “How organizations responsible for green energy projects employ strategic communication to legitimize such projects? A quantitative content analysis”. 10th European Communication Conference (ECREA), Ljubljana, .
    • Uth, Bernadette; Stehle, Helena; Detel, Hanne; Podschuweit, Nicole; Klawitter, Isabell : “Expectations of reciprocal interaction: A Q-sort study with journalists and audience members ”. 10th European Communication Conference (ECREA), Ljubljana, .
    • Uth, Bernadette; Stehle, Helena; Podschuweit, Nicole; Detel, Hanne : “What does the audience expect when interacting with journalists? A Q-sort study”. 74th Annual ICA Conference “Communication and Global Human Rights”, Gold Coast, .
    • Uth, Bernadette; Stehle, Helena; Detel, Hanne; Podschuweit, Nicole : “Journalists’ expectations of journalist-audience interaction and relationship: A Q-sort study”. 74th Annual ICA Conference “Communication and Global Human Rights”, Gold Coast, .

    • Lührmann, J.; Stehle, H.; Röttger, U.; Gehrau, V. : „Results of a representative employee survey on the influence of internal communication on internal megaphoning“. Jahrestagung der Fachgruppen PR und Organisationskommunikation sowie Mediensprache – Mediendiskurse der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK), Darmstadt, .
    • Gehrau, V.; Lührmann, J.; Stehle, H.; Röttger, U. : “The Impact of Internal Communication on Individual Empowerment: Findings of a Representative Employee Survey in Germany”. Annual Congress, European Public Relations Education and Research Association (EUPRERA), Prag, 09.2023, Prag, .
    • Detel, H.; Uth, B.; Podschuweit, N.; Stehle, H. : “The Impact of Mutual Interaction Expectations on Journalist-Audience Relations in Digital Media Contexts. An Exploratory Study”. 73. Annual Conference, International Communication Association (ICA), Toronto, .
    • Uth, B.; Stehle, H.; Wilhelm, C.; Detel, H.; Podschuweit, N. : “The Journalism-Audience Relationship in Digital Media Environments: A Theoretical Literature Review”. 73. Annual Conference, International Communication Association (ICA), Toronto, .
    • Podschuweit, N.; Stehle, H.; Büttner, J.; Uth, B.; Detel, H.; Wilhelm, C. : “Mutual Interaction Expectations and Consequences of Expectancy Violations in the Journalism-Audience Relationship: A Systematic Literature Review”. 73. Annual Conference, International Communication Association (ICA), Toronto, .
    • Uth, Bernadette : “The Many Notions of Audience Engagement. A Scoping Review. ”. 73rd Annual ICA Conference "Reclaiming Authenticity in Communication", Toronto, .
    • Lührmann, J.; Stehle, H.; Gehrau, V.; Röttger, U. : “Personal Values in Internal Communication and Their Influence on the Opinion Leadership of Executives and Employees”. , Toronto, .
    • Podschuweit, N.; Stehle, H.; Büttner, J.; Uth, B.; Detel, H.; Wilhelm, C. : „Konsequenzen enttäuschter Erwartungen in Journalismus-Publikums-Interaktionen. Eine Literaturanalyse“. , Bremen, .
    • Stehle, H.; Lührmann, J. : „Interne Kommunikation in kritischen Zeiten“. DPRG PR Lecture, Online, .
    • Stehle, H.; Uth, B.; Wilhelm, C.; Detel, H.; Podschuweit, N. : “Investigating the Journalist-Audience Relationship in the Digital Age: A Multi-Stage Research Project”. Center for Media Engagement, Moody College of Communication, The University of Texas, Austin, .

    • Kosyk, Anastasiya; Kirsten, Anna; Scheu, Andreas; Uth, Bernadette : “COVID-19 sceptics’ attitudes and expectations toward the media: Understanding the role of moral judgements on trust and distrust in scientific journalistic communication”. Rethink Impact'. ECREA 2022. 9th European Communication Conference, Aarhus, .
    • Uth, Bernadette : “Trust crisis or strong bond? How German journalists perceive the trust relationship to their audience and how they define trustworthy journalism”. 'Rethink Impact'. ECREA 2022. 9th European Communication Conference, Aarhus, .
    • Stehle, Helena; Detel, Hanne; Podschuweit, Nicole; Engelmann, Ines; Wilhelm, Claudia : “The impact of violated audience expectations in the journalism-audience interaction: A theoretical modeling”. Annual congress, European Communication Research and Education Association (ECREA), Aarhus, .
    • Lührmann, Julia; Stehle, Helena : “Personal values and executives’ communication: Findings of a literature review and a future agenda”. Annual Congress, European Communication Research and Education Association (ECREA), Aarhus, .
    • Uth, Bernadette; Stehle, Helena; Detel, Hanne; Wilhelm, Claudia; Podschuweit, Nicole : „The journalism-audience relationship as a challenge for political journalism. A Literature Analysis on Understanding and Modeling“. POLITISCHER JOURNALISMUS. KONSTELLATIONEN – MUSTER – DYNAMIKEN. Gemeinsame Jahrestagung der DGPuK-Fachgruppe Journalistik/Journalismusforschung, der DGPuK-Fachgruppe Kommunikation und Politik, dem Arbeitskreis Politik und Kommunikation (DVPW) und der Fachgruppe Politische Kommunikation (SGKM), Trier, .
    • Detel, Hanne; Uth, Bernadette; Stehle, Helena; Podschuweit, Nicole : „Exchange (un)desired? A Qualitative Survey of Journalists and Audience Members on the Expectations of Mutual Interaction in Digital Media Environments“. POLITISCHER JOURNALISMUS. KONSTELLATIONEN – MUSTER – DYNAMIKEN. Gemeinsame Jahrestagung der DGPuK-Fachgruppe Journalistik/Journalismusforschung, der DGPuK-Fachgruppe Kommunikation und Politik, dem Arbeitskreis Politik und Kommunikation (DVPW) und der Fachgruppe Politische Kommunikation (SGKM), Trier, .
    • Detel, Hanne; Uth, Bernadette; Stehle, Helena; Podschuweit, Nicole : „Exchange (un)wanted? A qualitative survey of journalists and audience members on the expectations of mutual interaction in digital media environments“. POLITISCHER JOURNALISMUS. KONSTELLATIONEN – MUSTER – DYNAMIKEN. Gemeinsame Jahrestagung der DGPuK-Fachgruppe Journalistik/Journalismusforschung, der DGPuK-Fachgruppe Kommunikation und Politik, des Arbeitskreises Politik und Kommunikation (DVPW) und der Fachgruppe Politische Kommunikation (SGKM), Trier, .
    • Ecklebe, Sarah; Lührmann, Julia; Stehle, Helena; Röttger, Ulrike : “Internal stakeholders’ expectations of internal communication and the outcomes of their (non-)fulfilment: A modelling based on the Expectancy Violations Theory”. Annual Congress, European Public Relations Education and Research Association (EUPRERA), Wien, .
    • Stehle, Helena : “Citizens’ perceptions of dialogue: A Q study on the communication of energy projects”. Annual Congress, European Public Relations Education and Research Association (EUPRERA), Wien, .
    • Stehle, Helena : „Q methodology and Q method: An introduction“. Kommunikations- und medienwissenschaftliche Tage 2022, Fachbereich Kommunikationswissenschaft (Universität Salzburg), DGPuK, ÖGK, SGKM, Salzburg/online, .
    • Detel, Hanne; Stehle, Helena : „Journalists and their audience in the digital age: Mutual expectations and their consequences for journalism-audience relations and the public opinion“. Forschungskolloquium, Institut für Medienwissenschaft, Universität Tübingen, Tübingen/online, .
    • Springer, Nina; Brantner, Cornelia; Wilhelm, Claudia; Engelmann, Ines; Stehle, Helena; Detel, Hanne; Lobinger, Katharina : “The Online Communication Disinhibition Model: Toward a holistic understanding of benign and toxic online communication”. Annual Congress, International Communication Association (ICA), Paris, .
    • Wilhelm, Claudia; Detel, Hanne; Podschuweit, Nicole; Stehle, Helena : “Investigating the journalist-audience relationship in the digital age: A multi-stage research project”. Annual Congress, International Communication Association (ICA), Paris, .
    • Stehle, Helena; Podschuweit, Nicole; Detel, Hanne; Wilhelm, Claudia : „Caught between interpersonal and mass communication: Reconceptualizing journalism-audience relationships in the digital age“. Jahrestagung der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK), Hannover/digital, .

    • Stehle, Helena : “Communicating energy projects dialogically: A qualitative analysis of the perceptions and expectations of citizens in Germany”. International Online Scientific Conference “Sustainable Recovery in Post-Pandemic Era: Green Economy Challenges”, online, .
    • Stehle, Helena, Seiffert-Brockmann, Jens, Winkler, Peter, & Denner, Nora : „A discussion of theoretical and empirical perspectives in public relations and organizational communication research“. Jahrestagung, DGPuK-Fachgruppe PR/Organisationskommunikation, Mainz, .
    • Stehle, Helena : “What do people perceive as personal communication? Results of a Q-study on internal communication”. EUPRERA 2021 Annual Congress, Pamplona/digital, .
    • Brantner, C., Detel, H., Engelmann, I., Lobinger, K., Springer, N., Stehle, H., & Wilhelm, C. : „The online disinhibition effect revisited–disinhibition in the context of digital in/visibility“. , Online, .

    • Stehle, Helena : „Communication in communal conflicts“. Workshop „Dreck, Staub, Gestank?! Nein Danke! Kommunale Konflikte um saubere Luft", Universität Tübingen/Evangelische Akademie Bad Boll, Bad Boll/online, .
    • Detel, H., Engelmann, I., Stehle, H., & Wilhelm, C. : „Success or failure in participation? Expectations in the journalism-audience relationship as an opportunity and challenge for social change“. 1. C4SC Konferenz 2020, Leipzig, .