Major changes in the technological, societal, political, and economic environment have forced organizations across Europe to reshape and expand their strategic communication activities. However, knowledge of the future viability of public relations, employee and consumer communication, public affairs, or investor relations is often scarce. This has led to an increased demand for external consulting in the field. The quality of such intangible services is difficult to assess; this is a challenge for clients and consultants alike, and often results in conflict. (...) Communication research has rarely addressed this topic to date. This article expands the body of knowledge by introducing the key concepts, exploring drivers for quality assurance, and identifying sources of conflict in an empirical study of 1,558 communication practitioners in 43 European countries. The findings provide insights into current practices, indicate ways to secure quality and avoid conflict, and suggest directions for future research in an area of growing importance. (shrink)