Strategic communication: Analysis of its research trends

Objective. This study aimed to identify the primary research trends in strategic communication. Design/Methodology/Approach. This study was conceived using a quantitative, descriptive methodology based on bibliometric methods. A sample was selected from the Scopus database, and bibliometric indicators were calculated to identify the primary topics in strategic communication studies. Results/Discussion. The results demonstrated that this field of research and application is constantly evolving and showing an upward trajectory in scientific productivity. Clear delineations are evident in co-authorship and scientific collaboration, enabling the formation of ten clusters related to crisis management, decision-making, and the challenges these processes face in digital environments. There has been significant growth in strategic communication research, especially since 2000; however, the impact on citations per year has been inconsistent. Nevertheless, the overall average number of citations per paper remains high. Topics that have gained relevance focus on social networks, health issues and prevention, crisis communication, legitimacy, and the role of strategic communication in the post-pandemic context. Conclusions. The findings suggest an exponential increase in scientific output, particularly after 2000. There is also significant variability in scientific impact, with scattered peaks in years with few publications.