Strategizing internal communication : A qualitative study of Communication officers’ conceptions of strategic and internal communication and how they operate within organizational change in the private sector

The purpose of this study is to explore how communication professionals perceive internal and strategic communication as well as their role and how they work within organizations during times of organizational change. One background to the aim is that both associations for public relations practitioners and certain studies emphasize that communication and the role of the communication professional should be regarded as a strategic function, ideally integrated into the organization's strategic management. A qualitative method with four semi-structured interviews analyzed through an abductive approach has been applied to understand the material. Applied theories range from strategic and internal communication to change communication and the role of the communications professional. Results show that the respondents are aligned with many of the theories presented and that their role is seen as important although surrounded by ambiguities. Respondents claim that strategic communication is an important part of organizational success, and that internal communication is a driving factor when organizations go through change. The results hint at future research needed to clarify the role of communication professionals, in order to create a broader understanding regarding its complexity.