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

Falkheimer, Jesper LU and Gentzel Sandberg, Katarina (2018) In Journal of Communication Management 22(2). p.253-258
Abstract
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... (More)
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. (Less)
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author
and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Communication practitioner, Communication strategy, Communication management, Communication practitioner, Best practice, Communication management
in
Journal of Communication Management
volume
22
issue
2
pages
6 pages
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:85045851105
ISSN
1363-254X
DOI
10.1108/JCOM-03-2018-0020
language
English
LU publication?
yes
id
10e5d958-97f8-495d-934f-800faf7dee63
date added to LUP
2018-04-23 15:52:30
date last changed
2021-09-22 02:17:19
@article{10e5d958-97f8-495d-934f-800faf7dee63,
  abstract     = {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.<br/>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.<br/>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).<br/>Research limitations/implications: This is not a peer reviewed paper, but a paper in the section “In Practice,” directed toward communication professionals.<br/>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.},
  author       = {Falkheimer, Jesper and Gentzel Sandberg, Katarina},
  issn         = {1363-254X},
  language     = {eng},
  month        = {04},
  number       = {2},
  pages        = {253--258},
  publisher    = {Emerald Group Publishing Limited},
  series       = {Journal of Communication Management},
  title        = {The art of strategic improvisation: A professional concept for contemporary communication managers},
  url          = {http://dx.doi.org/10.1108/JCOM-03-2018-0020},
  doi          = {10.1108/JCOM-03-2018-0020},
  volume       = {22},
  year         = {2018},
}