Strategic communication, in contrast to everyday public relations, concentrates on the core drivers of organizational success. It also expands the traditional set of institutionalized communication measures in order to manage meaning in all kinds of interactions with internal and external stakeholders. Along this line, this article argues that communication should play a new role in promoting innovation management as a crucial process in today's society, and that this can be achieved by a new understanding of leadership communication. Theoretical concepts and empirical findings can be integrated into a wheel of leadership communication on innovations that combines the social, cognitive, affective, and conative dimensions of a new role in the innovation process supported by communication management.

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