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

机译：策略即兴创作的艺术当代传播经理的专业概念

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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.
机译：目的-本文的目的是描述战略即兴创作，这是一种基于创意艺术和组织危机理论的当代概念和方法，是沟通专业人员的宝贵方法。战略即兴性将计划和结构的需求与创造性行动相结合，是关于如何以有效方式工作的规范思想。设计/方法/方法-这个概念是在瑞典主要的传播机构和大学学者之间的合作项目中开发的。实证基础包括25次定性访谈，其中包括对战略性的成功交流专业人才的选拔，被确定为典型的战略即兴创作者。调查结果-对访谈的分析得出了11个战略即兴创作者和战略即兴创作者典型的定义模式或主题。访谈和理论框架是沟通模型的基础。战略即兴定义为在给定框架内的情境解释。该模型包含三个相互联系的部分：清晰的框架（组成），专业的解释（解释）和基于给定的可能性和条件的情境适应（即兴发挥）。研究的局限性/含义-这不是同行评审的论文，而是“实践”一节中针对通讯专业人员的论文。原创性/价值-创意和模型与即兴理论联系在一起，尤其是音乐，这在传播管理领域是罕见的，并且是在实践与研究之间的协作项目中开发的。

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