Jesper Falkheimer

Legitimacy and Strategic Communication in Globalization: The Cartoon Crisis and Other Legitimacy Conflicts

In global corporate practice, a focus on the micro- or mesodimension does not suffice. Analyses are required that see corporate legitimacy also in relation to societys constitution. Legitimating notions regulate the interrelation between organization and society, and set the premises for strategic communication. As globalizing organizations increasingly face conflicting perceptions of legitimacy, new challenges to strategic communication arise. Different types of societal constitution breed different legitimating corporate settings. Taking as the empirical example the transnational Scandinavian dairy group Arla Foods, three fundamentally different legitimacy conflicts and their interplay with strategic communication are analyzed: between Western and Middle-East values; between former and present ideals as society changes from solid to fluid modernity; and between the neighboring Scandinavian welfare states of Sweden and Denmark. By relating legitimating notions to societys constitution and forms of social coordination generic patterns are identified in the multitudinous diversity of legitimacy conflicts within which global organizations are embedded.

Depoliticizing terror: The news framing of the terrorist attacks in Norway, 22 July 2011:

This article analyzes how the Norwegian news media framed the terrorist attacks in Oslo and the island of Utöya, which killed 77 mainly young people on 22 July 2011. Did the news media favour or counteract the propaganda of the terrorist? After discussing earlier research about terrorism and media and presenting theories on news framing, results from a content analysis of 924 news articles in two major Norwegian newspapers during the first two weeks after the attacks are analyzed. The coverage of the attacks is found to be very descriptive, focused on the perpetrator as an individual, giving him questionable political exposure and not analyzing reasons and consequences on a political–societal level. The news framing functioned as a way of depoliticizing the terror attacks by portraying the attack as conducted by a lone lunatic in contrast to a politically motivated terrorist linked to right-wing extremism.

Crisis Communication and Terrorism: The Norway Attacks on 22 July 2011.

Purpose – The aim of this paper is two-fold: to describe and to consider the implications of the synthesis between terrorism, the media and strategic communication, using the Norway attacks as an example; and to describe and analyze the challenges and execution of crisis communication during and after the Norwegian attacks. Design/methodology/approach – The article is based on earlier research and secondary data (an extensive assessment made by the Norwegian police authority in 2012), as well as a minor media analysis focusing on representation of the perpetrator. An interview with two high-ranking communication officials working for the crisis management coordination secretariat in Norway has served as supplementary material. Findings – The crisis challenged the linear process of standard planning and information transmission. The terrorist attacks in Norway and how they were framed, especially before the perpetrator was identified, are linked to a global discourse on terrorists, and demonstrate the need...

Trust and Brand Recovery Campaigns in Crisis: Findus Nordic and the Horsemeat Scandal

The aim of this study is to describe and analyze a transboundary crisis, focusing on crisis communication from the perspective of an involved major corporation. More concretely, the intent is to increase understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is based on a theoretical framework that consists of three theories or concepts: transboundary crisis, image repair strategy, and rhetorical arena. Findus Nordic followed its corporate values and applied a consistent image repair strategy: denial and blame shifting towards the supplier Comigel in an extremely multivocal arena. This strategy was supplemented with responsibility evasion. Towards the end of the public crisis, Findus Nordic used the crisis as an opportunity to recover their position and started a campaign that had a positive impact on trust and the corporate brand. The launch of the campaign was very fast and might have been dangerous. However, according to the analysis, the success of the campaign may be explained as a consequence of its sensemaking and auto-communicative approach.

From Public Relations to Strategic Communication in Sweden: The Emergence of a Transboundary Field of Knowledge

Abstract In this conceptual article, we argue that strategic communication is a transboundary concept that captures, better than public relations does, the complex phenomenon of an organizations targeted communication processes in contemporary society. The aim of the article is twofold. First, the purpose is to describe and reflect the development and institutionalization of public relations education and research in Sweden. Second, based on the transboundary changes we see in industry, education and research, we argue that strategic communication is a conceptual and holistic framework that is more valid and relevant than public relations. Moreover, we suggest that strategic communication also integrates organizational (internal) communication as well as aspects of management theory and marketing, thus allowing us to understand, explain and criticize contemporary communication processes both inside organizations and between organizations and the surrounding society. The article is mainly based on secondary data about the public relations industry, earlier research and a mapping of public relations education and research in Sweden.

The Power of Strategic Communication for Organizational Development.

Purpose – The purpose of this study is to describe and reflect on strategic communication and its relevance for organizational development and the service sciences. Design/methodology/approach – The approach is conceptual and based on an analysis of relevant earlier research. In the first part of the paper, contemporary organizational challenges are discussed, using a communication perspective. Then, a discussion about communication foundations follows. Finally, four arguments why strategic communication is valuable for organizational development is discussed, raising questions for further empirical research. Findings – The main driving force behind the increased interest in strategic communication is the organizational need of legitimacy to operate in the late modern society. The analysis concludes that there are possible synergies to be made between strategic communication (following a holistic and ritual approach to communication) and the service sciences. The four arguments for focusing strategic comm...

Media Coverage Crisis Exploitation Characteristics: A Case Comparison Study

If well managed, crises do not only pose a threat to political actors but also provide opportunities to show action, strengthening credibility and launching new policies. Within the field of crisis communication, research has primarily taken an interest in the rhetorical strategies of actors when explaining successes or failures. In this article, we examine key characteristics of what we refer to as crisis exploitation coverage in the news media. We do so based on a comparative quantitative study of 3 crisis cases (terror, floods, and financial crisis) selected due to their differences in journalistic routines and preparedness. The results of the study revealed that the similarities in the cases were more pronounced than their differences. All three cases showed high levels of descriptive journalism and issue framing in combination with unbalanced reporting—characteristics that were all favorable toward the governmental actors in charge of managing the crisis.

Doing the Right Things or Doing Things Right? : Paradoxes and Swedish Communication Professionals’ Roles and Challenges

Purpose – The purpose of this paper is to examine and analyze the prevailing form of rationality that governs the challenges, goals and roles of communication professionals. The authors will also explore alternative forms of rationality and discuss what these would imply. Design/methodology/approach – The paper is based on survey results from The European Communication Monitor (ECM) and qualitative interviews with communication managers in Sweden. First, the authors present the ECM data and the Swedish interview material, i.e. the authors depict the practitioners’ perceptions of what they understand as important work tasks and roles. The interviews focus on the actual practices of linking communication goals to business goals. Second, the results are challenged from a reflexive perspective, using theories from the paradox turn and questioning the “taken-for-granted thinking” in corporate communications. Findings – The ECM data show that the main challenge in practice is “linking business strategy and communication.” The Swedish respondents stand out when it comes to “building and maintaining trust” since this is considered to be almost as important. The qualitative interview study strengthens the results in the ECM. The interviewees seem to do their work according to the traditional management agenda – i.e. they break down overall business goals and translate these to measurable communication goals. The results are reflected upon using paradox theory. Two paradoxes are discussed: between managerialism and professionalism, and strategic generalists and operational specialists. Research limitations/implications – The study is based on survey data that have been collected through a convenience sample, and the interview study is a pilot study. Practical implications – The paper focuses conflicts between normative practitioner ideals and reality, and helps practitioners to reflect upon mainstream thinking. Originality/value – Based on the empirical findings in the ECM, the interviews and the theoretical framework, the authors conclude that if the idea of The Communicative Organization is to be fruitfully realized, it is necessary to depart from a multi-dimensional rationality and question ideas that are taken for granted. The use of paradox theory and concepts such as functional stupidity is rather original in corporate communication research. Additional research could further explore paradoxes in order to spark dialogue, which may undermine one-dimensional thinking and functional stupidity.

Expanding the Scope of Strategic Communication : Towards a Holistic Understanding of Organizational Complexity

ABSTRACT The purpose of this article is to contribute to the discussion concerning the present position and future directions of strategic communication by looking into the past and offering some proposals and a vision of how to develop and advance the field further. Research in strategic communication has mostly focused on communication professionals working in communication departments or agencies as primary agents of communication. However, this reflects a limited comprehension of organizations. The article addresses the need to focus not only on communicators, but also on managers and coworkers as key actors when trying to understand and theorize the practice of strategic communication.

Revisiting a Social Constructionist Approach to Crisis Communication: Investigating Contemporary Crises in China

ABSTRACT The current study provides a social constructionist approach to crisis communication in the Chinese context. Crisis communication is viewed as a form of strategic communication, involving multiple stakeholders in situations that are dependent on context, space and time. This approach provides a much-needed path for investigating and understanding crisis communication practices in contemporary China. The distinct Chinese context for crisis communication, with both an authoritarian government structure and a digital transformation of society, challenges theories originally developed in the Western countries. To address this issue, this study proposes a three-theme analytical framework to examine crisis communication practices in the Chinese context: (1) an audience (or stakeholder) orientation—focusing sense-making, (2) a proactive and interactive approach—focusing communication, and (3) a community—focused approach—focusing a long-range precrisis perspective.