Communication work for strategies is work on a change of perspective. In the beginning there is the plan. Everything very rational. Lots of figures, lots of reasons to convince management boards, supervisory boards and investors.
Then there is the language, the requirements and the emotions of the other stakeholders. Managers, employees, customers, business partners, NGOs. And increasingly, attention is shifting to these recipients of communication.
Because they are supposed to endorse the strategy or act on its behalf.