Plans, ploys, patterns, positions and perspectives

Towards a typology for strategic communication

    Publikation: KonferencebidragPaperForskningpeer review

    Resumé

    In this article I argue that the field of strategic communication lacks a
    vocabulary with which to understand, examine and practice the richness
    and multi-dimensionality of strategic communication. Though there have
    been several advances and vital contributions to the re-conceptualization of
    ‘strategic’, there appears to be a tendency for the field to replicate a
    similar divide in the strategic management field, namely between the
    proponents of strategic communication as being rooted in intent and the
    proponents of a more emergent understanding of strategy. By offering a
    translation of Mintzberg’s five modes of strategy, I aim at bridging the
    divide by putting forward that strategic communication can be
    conceptualized as a stream of purposeful decisions made and actions
    taken over time regarding how, when and with whom to communicate in
    order to fulfil an organization’s goals. Further I argue that while these
    decisions and actions are not contrary to the accomplishment of the
    organization’s aims, their ‘strategicness’ is not conditioned by whether or
    not they are the result of measured intent. As such, I advocate for
    conceptualizing strategic communication on a continuum from deliberate
    to emergent, from strategic communication as a plan, via ploy, pattern,
    position, to strategic communication as a perspective.
    OriginalsprogEngelsk
    Publikationsdatoaug. 2015
    Antal sider24
    StatusUdgivet - aug. 2015
    BegivenhedNordMedia 2015: Media Presence – Mobile Modernities - University of Copenhagen, Copenhagen, Danmark
    Varighed: 13 aug. 201515 aug. 2015
    http://nordmedia2015.ku.dk/

    Konference

    KonferenceNordMedia 2015
    LokationUniversity of Copenhagen
    LandDanmark
    ByCopenhagen
    Periode13/08/201515/08/2015
    Internetadresse

    Citer dette

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    title = "Plans, ploys, patterns, positions and perspectives: Towards a typology for strategic communication",
    abstract = "In this article I argue that the field of strategic communication lacks avocabulary with which to understand, examine and practice the richnessand multi-dimensionality of strategic communication. Though there havebeen several advances and vital contributions to the re-conceptualization of‘strategic’, there appears to be a tendency for the field to replicate asimilar divide in the strategic management field, namely between theproponents of strategic communication as being rooted in intent and theproponents of a more emergent understanding of strategy. By offering atranslation of Mintzberg’s five modes of strategy, I aim at bridging thedivide by putting forward that strategic communication can beconceptualized as a stream of purposeful decisions made and actionstaken over time regarding how, when and with whom to communicate inorder to fulfil an organization’s goals. Further I argue that while thesedecisions and actions are not contrary to the accomplishment of theorganization’s aims, their ‘strategicness’ is not conditioned by whether ornot they are the result of measured intent. As such, I advocate forconceptualizing strategic communication on a continuum from deliberateto emergent, from strategic communication as a plan, via ploy, pattern,position, to strategic communication as a perspective.",
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    language = "English",
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    url = "http://nordmedia2015.ku.dk/",

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    Gulbrandsen, IT 2015, 'Plans, ploys, patterns, positions and perspectives: Towards a typology for strategic communication' Paper fremlagt ved NordMedia 2015, Copenhagen, Danmark, 13/08/2015 - 15/08/2015, .

    Plans, ploys, patterns, positions and perspectives : Towards a typology for strategic communication. / Gulbrandsen, Ib Tunby.

    2015. Afhandling præsenteret på NordMedia 2015, Copenhagen, Danmark.

    Publikation: KonferencebidragPaperForskningpeer review

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