Towards a typology: The 5 p’s of strategic communication

    Publikation: KonferencebidragPaperForskningpeer review

    Abstract

    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
    Publikationsdatookt. 2015
    Antal sider24
    StatusUdgivet - okt. 2015
    BegivenhedEUPRERA 2015: The Management Game Of Communication: How PR/Corporate Communication Supports Organizations And What Communicators Can Learn From Management Disciplines - BI Norwegian Business School, Oslo, Norge
    Varighed: 1 okt. 20153 okt. 2015
    http://www.euprera.org/?p=125

    Konference

    KonferenceEUPRERA 2015
    LokationBI Norwegian Business School
    LandNorge
    ByOslo
    Periode01/10/201503/10/2015
    Internetadresse

    Aktiviteter

    • 1 Organisation og deltagelse i konference

    EUPRERA 2015

    Ib Tunby Gulbrandsen (Deltager)

    okt. 2015

    Aktivitet: Deltagelse i eller arrangering af en begivenhedOrganisation og deltagelse i konference

    Citer dette

    Gulbrandsen, I. T. (2015). Towards a typology: The 5 p’s of strategic communication. Afhandling præsenteret på EUPRERA 2015, Oslo, Norge.