Successful management is no longer conceivable without effective communication management. Strategic planning of communication has therefore long since become the royal road of all management and serves as a rigorous test of strategic competence. This introduction provides theoretical knowledge and practical skills for strategic communication design through numerous examples. After working through the material, the reader should be able to develop a concept while utilizing all optimization possibilities. The conceptual decisions made at the levels of situation analysis, strategy, tactics, implementation, and controlling are justified, possible alternatives are discussed, and problems and dangers are highlighted. The necessary relevant knowledge about the effects of media and methods for measuring them will be conveyed in the following chapters.