The art of strategic improvisation: A professional concept for contemporary communication managers
Abstract
Purpose
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.
Keywords
Acknowledgements
The authors wish to thank Professor Peggy Simcic Brønn for constructive feedback and help with this paper.
Citation
Falkheimer, J. and Sandberg, K.G. (2018), "The art of strategic improvisation: A professional concept for contemporary communication managers", Journal of Communication Management, Vol. 22 No. 2, pp. 253-258. https://doi.org/10.1108/JCOM-03-2018-0020
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited