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Jesper

Jesper Falkheimer

Professor

Jesper

The art of strategic improvisation: A professional concept for contemporary communication managers

Författare

  • Jesper Falkheimer
  • Katarina Gentzel Sandberg

Summary, in English

The purpose of this paper is to describe strategic improvisation, a contemporary concept and approach based on the creative arts and organizational crisis theory, as a valuable approach for communication professionals. Strategic improvisation combines the need for planning and structure with creative action, and is a normative idea of how to work in an efficient way.
Design/methodology/approach: The concept is developed in a collaborative project between a major Swedish communications agency and a university scholar. The empirical foundation consists of 25 qualitative interviews with a strategic selection of successful communication professionals, identified as typical strategic improvisers.
Findings: An analysis of the interviews led to 11 defining patterns or themes typical for strategic improvisation and strategic improvisers. The interviews and the theoretical framework is the foundation of a communication model. Strategic improvisation is defined as a situational interpretation within a given framework. The model has three interconnected parts: a clear framework (composition), a professional interpretation (interpretation) and a situational adaptation based on given possibilities and conditions (improvisation).
Research limitations/implications: This is not a peer reviewed paper, but a paper in the section “In Practice,” directed toward communication professionals.
Originality/value: The ideas and model are connected to theories of improvisation, especially in music, which is rare in the field of communication management, and developed in a collaborative project between practice and research.

Avdelning/ar

  • Institutionen för strategisk kommunikation

Publiceringsår

2018-04-23

Språk

Engelska

Sidor

253-258

Publikation/Tidskrift/Serie

Journal of Communication Management

Volym

22

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Social Sciences
  • Communication Studies

Nyckelord

  • Communication practitioner
  • Communication strategy, Communication management, Communication practitioner
  • Best practice
  • Communication management

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1363-254X