Strategic Communication in Public Relations Practices: A Bibliometric Analysis Based on Scopus Database from 2015 to 2025
DOI:
https://doi.org/10.18326/inject.v10i2.5871Keywords:
Bibliometric Analysis, Public Relations, Strategic CommunicationAbstract
Researchers systematically analyze studies on strategic communication in public relations through a bibliometric review. The aim is to determine the current state and development of research on strategic communication, especially in the context of Public Relations. This research contributes to a broader, more precise understanding of the research landscape on strategic communication and to the identification of keyword trends for future research. The research employed a qualitative approach, along with bibliometric and thematic analyses, to review the literature on strategic communication in the context of public relations. The researcher collected scientific articles on strategic communication in the context of public relations through the Scopus database. The finding that attracts the researcher's attention is the annual growth rate of 2.54% suggests that academic attention remains relatively limited, which consequently impacts the field's growth trajectory. Another finding of this research is the significant evolution in research topics occurred during the period from 2015 to 2025. While previous studies positioned social media and digital technology as 'hot topics' for future inquiry, this study finds that both have since become mature and developing fields. The high density of these keywords indicates that scholars are no longer merely exploring the definitions of social media but are instead investigating in depth how it functions strategically to shape public opinion. The evolution of research topics confirms that the profession is moving beyond technician roles toward strategic management functions, where PR practitioners are increasingly involved in high-level organizational decision-making. The research over the past decade has primarily focused on the corporate context. Consequently, we suggest exploring how non-corporate sectors, such as NGOs, government agencies, and advocacy groups, adopt digital strategic communication practices to achieve their organizational goals.
References
Abdullah, K. H., & Aziz, F. S. A. (2020). Publication Trends of Safety Knowledge Research: A Bibliometric Review. International Journal of Innovation, Creativity and Change, 14(4), 927–945. https://doi.org/https://www.ijicc.net
Ali, M. (2022). Fake-News Network Model: A Conceptual Framework for Strategic Communication to Deal with Fake News. International Journal of Strategic Communication, 16(1), 1–17. https://doi.org/10.1080/1553118X.2021.1988616
Aria, M., & Cuccurullo, C. (2017). Bibliometrix : An R-tool for Comprehensive Science Mapping Analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), 102041. https://doi.org/10.1016/j.pubrev.2021.102041
Burton, N., & Bradish, C. (2018). Discursive Power in Commercial-Rights Management: Examining the Origins of Ethical Framing of Ambush Marketing. International Journal of Sport Communication, 11(2), 200–218. https://doi.org/10.1123/ijsc.2017-0100
Capizzo, L., & Luisi, M. (2024). Responsibility, sustainability, or environmental justice? Strategic communication and evolving expectations for stewardship and citizenship. Public Relations Inquiry, 13(2), 161–187. https://doi.org/10.1177/2046147X241232811
Ciszek, E. L. (2017). Activist Strategic Communication for Social Change: A Transnational Case Study of Lesbian, Gay, Bisexual, and Transgender Activism. Journal of Communication, 67(5), 702–718. https://doi.org/10.1111/jcom.12319
Coombs, W. T., & Holladay, S. J. (2018). Social issue qua wicked problems. Journal of Communication Management, 22(1), 79–95. https://doi.org/10.1108/JCOM-11-2016-0093
Davies, C., & Hobbs, M. (2020). Irresistible possibilities: Examining the uses and consequences of social media influencers for contemporary public relations. Public Relations Review, 46(5), 101983. https://doi.org/10.1016/j.pubrev.2020.101983
Diprose, K., Fern, R., Vanderbeck, R. M., Chen, L., Valentine, G., Liu, C., & McQuaid, K. (2018). Corporations, Consumerism and Culpability: Sustainability in the British Press. Environmental Communication, 12(5), 672–685. https://doi.org/10.1080/17524032.2017.1400455
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Elsevier, S. P. (2021). Scopus: The Largest Abstract and Citation Database of Peer-Reviewed Literature. Elsevier International.
Falkheimer, J., Heide, M., Nothhaft, H., Platen, S. von, Simonsson, C., & Andersson, R. (2017). Is Strategic Communication too important to be left to Communication Professionals? Public Relations Review, 43(1), 91–101. https://doi.org/10.1016/j.pubrev.2016.10.011
Fitzpatrick, K. R., & Weissman, P. L. (2021). Public relations in the age of data: corporate perspectives on social media analytics (SMA). Journal of Communication Management, 25(4), 401–416. https://doi.org/10.1108/JCOM-09-2020-0092
Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244
Harrison, V. (2019). “It’s a delicate dance”: understanding CSR relationships from the nonprofit perspective. Journal of Communication Management, 23(2), 142–158. https://doi.org/10.1108/JCOM-10-2018-0100
Hobbs, M. J., & Allen, P. (2023). Political public relations, leadership, and COVID-19: A comparative assessment of Prime Ministers Ardern and Morrison on Facebook and Twitter. Public Relations Review, 49(2), 102326. https://doi.org/10.1016/j.pubrev.2023.102326
Holtzhausen, Derina, Zerfass, & Ansgar. (2015). The Routledge Handbook of Strategic Communication. Routledge.
Houston, J. B., Spialek, M. L., Cox, J., Greenwood, M. M., & First, J. (2015). The Centrality of Communication and Media in Fostering Community Resilience. American Behavioral Scientist, 59(2), 270–283. https://doi.org/10.1177/0002764214548563
Ikonen, P., Luoma-aho, V., & Bowen, S. A. (2017). Transparency for Sponsored Content: Analysing Codes of Ethics in Public Relations, Marketing, Advertising and Journalism. International Journal of Strategic Communication, 11(2), 165–178. https://doi.org/10.1080/1553118X.2016.1252917
Jiang, H., Luo, Y., & Kulemeka, O. (2017). Strategic Social Media Use in Public Relations: Professionals’ Perceived Social Media Impact, Leadership Behaviors, and Work-Life Conflict. International Journal of Strategic Communication, 11(1), 18–41. https://doi.org/10.1080/1553118X.2016.1226842
Khan, M. K., & Pratt, C. B. (2022). Strategic communications: The Pakistan military’s use of social media against terrorism. Media, War & Conflict, 15(4), 450–485. https://doi.org/10.1177/1750635220972127
Kim, H., & Lee, T. H. (2018). Strategic CSR Communication: A Moderating Role of Transparency in Trust Building. International Journal of Strategic Communication, 12(2), 107–124. https://doi.org/10.1080/1553118X.2018.1425692
Kim, Y. (2018). Enhancing employee communication behaviors for sensemaking and sensegiving in crisis situations. Journal of Communication Management, 22(4), 451–475. https://doi.org/10.1108/JCOM-03-2018-0025
Koch, T. (2016). Journalism or public relations? A quantitative survey of custom publishing editors in Germany. Public Relations Review, 42(2), 345–352. https://doi.org/10.1016/j.pubrev.2016.01.003
Lan, X. (2018). Does money talk? A framing analysis of the Chinese Government’s strategic communications in the establishment of the Asian Infrastructure Investment Bank. Chinese Journal of Communication, 11(2), 169–185. https://doi.org/10.1080/17544750.2017.1375534
Lee, N., & Seltzer, T. (2018). Vicarious interaction: The role of observed online communication in fostering organization-public relationships. Journal of Communication Management, 22(3), 262–279. https://doi.org/10.1108/JCOM-11-2017-0129
Liu, J., & Zhang, L. (2025). The complicity of corporate sustainability on social issues: Investigating the mediating roles of valence and perceived authenticity. Public Relations Review, 51(2), 102564. https://doi.org/10.1016/j.pubrev.2025.102564
Macnamara, J. (2018). A Review of New Evaluation Models for Strategic Communication: Progress and Gaps. International Journal of Strategic Communication, 12(2), 180–195. https://doi.org/10.1080/1553118X.2018.1428978
Moreno, Á., Tench, R., & Verhoeven, P. (2021). Trust in Public Relations in the Age of Mistrusted Media: A European Perspective. Publications, 9(1), 7. https://doi.org/10.3390/publications9010007
Navarro, C., Moreno, A., & Zerfass, A. (2018). Mastering the dialogic tools: social media use and perceptions of public relations practitioners in Latin America. Journal of Communication Management, 22(1), 28–45. https://doi.org/10.1108/JCOM-12-2016-0095
O’Connor, A., & Shumate, M. (2018). A Multidimensional Network Approach to Strategic Communication. International Journal of Strategic Communication, 12(4), 399–416. https://doi.org/10.1080/1553118X.2018.1452242
Overton, H. K. (2018). Examining the impact of message frames on information seeking and processing. Journal of Communication Management, 22(3), 327–345. https://doi.org/10.1108/JCOM-10-2017-0114
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Systematic Reviews, 10(1), 89. https://doi.org/10.1186/s13643-021-01626-4
Pang, A., Lwin, M. O., Ng, C. S.-M., Ong, Y.-K., Chau, S. R. W.-C., & Yeow, K. P.-S. (2018). Utilization of CSR to build organizations’ corporate image in Asia: need for an integrative approach. Asian Journal of Communication, 28(4), 335–359. https://doi.org/10.1080/01292986.2017.1420207
Patterson, S. J., Radtke, J. M., & Howell, -Louise. (2009). Strategic Communications for Nonprofit Organizations Seven Steps to Creating a Successful Plan Strategic Communications for Nonprofit Organizations (Second Edition). John Wiley & Sons, Inc. http://www.wiley.com/go/permissions
Pia Wulandari, M., Bimantoro Wachid, V., Siti Dahlia, S. D., Bella Puri Bahesa, S., & Sai Wiswadara Arista, K. G. W. (2025). Digital Public Relations in Indonesia in the Age of AI and Big Data: Theoretical and Practical Insights from a Five-Dimensional Framework. Jurnal Komunikasi: Malaysian Journal of Communication, 41(2), 405–427. https://doi.org/10.17576/JKMJC-2025-4102-23
Plowman, K. D., & Wilson, C. (2018). Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use. International Journal of Strategic Communication, 12(2), 125–144. https://doi.org/10.1080/1553118X.2018.1428979
Prabha, S. A., Palanichamy, N. V., Murugananthi, D., Shivakumar, K. M., Kalpana, M., & Balakrishnan, M. (2025). Research trends and dynamics in women entrepreneurship: a comprehensive bibliometric review. Future Business Journal, 11(1), 46. https://doi.org/10.1186/s43093-025-00446-5
Priyowidodo, G., & Inri Inggrit Indrayani. (2024). Strategic Communication and Political Candidate’s Image in Digital Campaigns. Jurnal Ilmu Komunikasi, 21(2). https://doi.org/10.24002/jik.v21i2.7779
Safitri, A. N., Anwar, R. K., Winoto, Y., Damayani, N. A., & Kusnandar, K. (2025). A Bibliometric Analysis of Cross-Cultural Communication on Digital Platforms: Mapping Collaboration, Citations, and Research Themes. Nyimak: Journal of Communication, 9(1), 120. https://doi.org/10.31000/nyimak.v9i1.12968
Solano Santos, L. F., De Julián Latorre, P., & Martín Critikián, D. (2024). La RSC como herramienta de comunicación estratégica de los centros educativos concertados de Madrid (España). Revista Latina de Comunicación Social, 83, 1–23. https://doi.org/10.4185/rlcs-2025-2329
Stäbler, S., & Fischer, M. (2020). When Does Corporate Social Irresponsibility Become News? Evidence from More Than 1,000 Brand Transgressions Across Five Countries. Journal of Marketing, 84(3), 46–67. https://doi.org/10.1177/0022242920911907
Strauß, N., & Šimunović, D. (2025). Communicating net-zero: A conceptual model for effective strategic communications. Public Relations Review, 51(3), 102580. https://doi.org/10.1016/j.pubrev.2025.102580
Surahmat, A., Dida, S., & Zubair, F. (2021). Analysis of the Government’s Crisis Communication Strategy Discourse to Defend Covid-19. Jurnal Komunikasi, 13(1), 36. https://doi.org/10.24912/jk.v13i1.9272
Tan Luc, P., Xuan Lan, P., Nhat Hanh Le, A., & Thanh Trang, B. (2022). A Co-Citation and Co-Word Analysis of Social Entrepreneurship Research. Journal of Social Entrepreneurship, 13(3), 324–339. https://doi.org/10.1080/19420676.2020.1782971
Tang, Y., Liu, L., Pan, T., & Wu, Z. (2024). A bibliometric analysis of cultural heritage visualisation based on Web of Science from 1998 to 2023: a literature overview. Humanities and Social Sciences Communications, 11(1), 1081. https://doi.org/10.1057/s41599-024-03567-4
Taylor and, M., & Sommerfeldt, E. J. (2021). Strategic Communication for Civil Society and Nation Building. In The Handbook of Strategic Communication (pp. 165–178). Wiley. https://doi.org/10.1002/9781118857205.ch12
Thummes, K., & Seiffert-Brockmann, J. (2019). Smart, friendly, biased liars? Exploring motivated reasoning and ethical decision-making in public relations. Journal of Communication Management, 23(4), 412–426. https://doi.org/10.1108/JCOM-01-2019-0010
Vercic, D., & Zerfass, A. (2016). A comparative excellence framework for communication management. Journal of Communication Management, 20(4), 270–288. https://doi.org/10.1108/JCOM-11-2015-0087
Wahdaniyah, N., Rahmawati, D. E., & Sari, I. (2025). A Bibliometric Analysis of Social Media and Election Campaign Success: Mapping Research Trends from 2019 to 2023. INJECT (Interdisciplinary Journal of Communication), 10(1), 407–426. https://doi.org/10.18326/inject.v10i1.4439
Woods, C. L. (2019). From an “outside group” to a catalyst for corporate change: Examining activists’ legitimation strategies. Public Relations Review, 45(2), 332–347. https://doi.org/10.1016/j.pubrev.2019.02.001
Xie, Q., Neill, M. S., & Schauster, E. (2018). Paid, Earned, Shared and Owned Media From the Perspective of Advertising and Public Relations Agencies: Comparing China and the United States. International Journal of Strategic Communication, 12(2), 160–179. https://doi.org/10.1080/1553118X.2018.1426002
Xifra, J. (2019). Old Comedy, Public Intellectuals and the Origins of Dissent Communication: The Case of Aristophanes. Gerión. Revista de Historia Antigua, 37(1), 9–33. https://doi.org/10.5209/GERI.63866
Yue, C. A. (2019). Exploring strategic public relations management in China: current state and challenges. Asian Journal of Communication, 29(6), 500–524. https://doi.org/10.1080/01292986.2019.1679854
Zerfass, A., Verčič, D., & Wiesenberg, M. (2016). The dawn of a new golden age for media relations? Public Relations Review, 42(4), 499–508. https://doi.org/10.1016/j.pubrev.2016.03.005
Zhang, T., Khalitova, L., Myslik, B., Mohr, T. L., Kim, J. Y., & Kiousis, S. (2018). Comparing Chinese state-sponsored media’s agenda-building influence on Taiwan and Singapore media during the 2014 Hong Kong Protest. Chinese Journal of Communication, 11(1), 66–87. https://doi.org/10.1080/17544750.2017.1386694
Zukas, K. J. (2018). No conflict, no coverage: Media misses repeal of nuclear energy moratorium. Cogent Social Sciences, 4(1), 1444909. https://doi.org/10.1080/23311886.2018.1444909
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 INJECT (Interdisciplinary Journal of Communication)
This work is licensed under a Creative Commons Attribution 4.0 International License.
