I received my Ph.D. in media and communication studies in 2004 at Lund University, was appointed associate professor (docent) in 2008 and became the first professor in strategic communication in Sweden in 2012. Before my academic career I worked in the advertising and public relations industry in Sweden. Until some years ago I regularly wrote chronicles and columns about media and communication issues in different newspapers and magazines in Sweden.
My research interests are strategic communication in general, and more specific, communication management, crisis communication, public relations, terrorism and place branding. My research is a structured around a core interest in the persuasive communication processes between organizations and its stakeholders, in a social theoretical framework.
Since 2008 I combined research with university management positions and was until 2020 Head for Division for Research, Collaboration and Innovation at Lund University, after six years as Rector for Campus Helsingborg, and two assignments as Head of Department at Lund University and Malmö University. The last managerial position included overall responsibility for five central administrative departments at my university: LU Innovation (with LU Holding AB), Research Services, Commissioned Education, Collaboration and Fundraising. My division also had responsibility for Lund University Foundation (a fundraising foundation in the USA) and an EU lobbying office in Bruxelles under the network Lärosäten Syd.
I am Editor-in-Chief for Journal of Communication Management, one of the leading research journals in our field, Honorary Professor at Hong Kong Polytechnic University, Professor II at Kristiania University College in Oslo and the Swedish representative for European Communication Monitor. I have been a national and international professional speaker and advisor on communication issues for two decades and have several positions as executive board member, e.g. at EUPRERA, University College of Halmstad, Öresundsinstitutet, Executive Foundation Lund (EFL), Folkuniversitetet (Syd) and Gullers Grupp AB. Earlier I was executive board member also at Media Evolution and Sveriges Kommunikatörer. I am also co-founder of the startups ComVal Research AB and Dinnovate AB and am associated as senior advisor for Gullers Grupp.
I have been project lead and researcher in several projects during the years. I receently worked with a research project about salafism and propaganda, led by CATS at the National Defence College. My recent publications include a forthcoming 2nd edition of a fundamental text book (with Mats Heide), Strategic Communication: An Introduction to Theory and Global Practice (Routledge 2022), an article in Oxford Research Encyklopedia (2021) about legitimacy and crises, two popular management books (with Katarina Gentzel Sandberg) about strategic improvisation (Roos & Tegner 2017, 2019). I am also co-editor (main editors Robert Heath and Winni Johanssen) for International Encyklopedia of Strategic Communication (Wiley 2018). In 2021-22 I, together with Mats Heide, I work as editor with a fortcoming Research Handbook of Strategic Communication (Edward Elgar Publishing) with 50 international authors.
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