Nice to Have – or Need to Have?
The present article argues that despite the considerable development and expansion of strategic communication as both an academic field and professional practice during the 20th century, strategic communication continues to have an ambiguous status in academia as well as professionally. The article...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2010-11-01
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| Series: | Nordicom Review |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/nor-2017-0134 |
| _version_ | 1797758642541297664 |
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| author | Kristensen Nete Nørgaard |
| author_facet | Kristensen Nete Nørgaard |
| author_sort | Kristensen Nete Nørgaard |
| collection | DOAJ |
| description | The present article argues that despite the considerable development and expansion of strategic communication as both an academic field and professional practice during the 20th 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. |
| first_indexed | 2024-03-12T18:32:59Z |
| format | Article |
| id | doaj.art-6ff8c9c69b8c49658f99268d871e174a |
| institution | Directory Open Access Journal |
| issn | 2001-5119 |
| language | English |
| last_indexed | 2024-03-12T18:32:59Z |
| publishDate | 2010-11-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Nordicom Review |
| spelling | doaj.art-6ff8c9c69b8c49658f99268d871e174a2023-08-02T08:15:09ZengSciendoNordicom Review2001-51192010-11-0131213515010.1515/nor-2017-0134Nice to Have – or Need to Have?Kristensen Nete Nørgaard0Ph.D., Associate Professor, Department of Media, Cognition and Communication, Faculty of Humanities, University of CopenhagenThe present article argues that despite the considerable development and expansion of strategic communication as both an academic field and professional practice during the 20th 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.https://doi.org/10.1515/nor-2017-0134strategic communicationorganizational status of communicationcommunication as professionintegrated communicationpublic communication |
| spellingShingle | Kristensen Nete Nørgaard Nice to Have – or Need to Have? Nordicom Review strategic communication organizational status of communication communication as profession integrated communication public communication |
| title | Nice to Have – or Need to Have? |
| title_full | Nice to Have – or Need to Have? |
| title_fullStr | Nice to Have – or Need to Have? |
| title_full_unstemmed | Nice to Have – or Need to Have? |
| title_short | Nice to Have – or Need to Have? |
| title_sort | nice to have or need to have |
| topic | strategic communication organizational status of communication communication as profession integrated communication public communication |
| url | https://doi.org/10.1515/nor-2017-0134 |
| work_keys_str_mv | AT kristensennetenørgaard nicetohaveorneedtohave |