Nice to Have - or Need to Have?: The Professional Challenges of the Communication Sector

Nete Nørgaard Kristensen

Nice to Have - or Need to Have? The Professional Challenges of the Communication Sector

Institut for Kommunikation

4 Citationer (Scopus)

Abstract

The present article argues that despite the considerable development and expansion of strategic communication as both an academic field and professional practice during the 20^th century, strategic communication continues to have an ambiguous status in academia as well as professionally. The article argues for two related explanations of this ambiguity: 1) a communication-internal perspective concerning the interdisciplinary, practice-based and semi-professional nature of strategic communication, and 2) a communication-external perspective concerning the integration of and priority given to strategic communication in organizations. Both aspects constantly challenge the effectiveness, position and power of communication employees, making it necessary for them to continuously prove their worth - in relation to other professionals, in times of crisis, etc. Strategic communication in the Danish public sector is included as an empirical example, as communication practitioners, especially in this context, seem to be faced with professional challenges not least related to the organizational (external) setting, but also based on the (internal) nature of strategic communication.

Originalsprog	Dansk
Tidsskrift	N O R D I C O M Review
Vol/bind	31
Udgave nummer	2
Sider (fra-til)	135-151
Antal sider	16
ISSN	1403-1108
Status	Udgivet - 2010

Adgang til dokumentet

http://www.nordicom.gu.se/sites/default/files/kapitel-pdf/325_kristensen.pdf

Citationsformater

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