Is Strategic Communication too important to be left to Communication Professionals?

The article is based upon empirical data from a Swedish three-year research project entitled “Communicative Organizations”, investigating the value of communication for organizations. The project is involves eleven organizations. Based upon empirical data from a quantitative survey (n = 6486) the perceived value of strategic communication and communication professionals, mainly among managers and co-workers, is analyzed. Two conceptual models are used for analysis: the communicative organization and the four-by-four model of strategic public relations. The results shows that the self-identity of communication professionals and the normative model of strategic public relations partly mirror and partly collide with the perceptions of managers and coworkers. The study confirms that managers and coworkers find communication crucial for their organizations at a strategic level, but that the role of communication professionals is rather unclear. A majority of the respondents do not understand the core role or roles of communication professionals.