Kommunikatörernas roll i det ansvarsfulla företaget : en intervjustudie med kommunikationschefer i svenska börsföretag

The working paper discusses the importance of media for how responsibility is conceptualized in organizations. We focus on listed companies with a well-developed communication work. The aim is to develop knowledge on what role communicators have in designing images of a responsible business conduct. Based on an interview study including communication managers at 21 of the 30 largest Swedish listed companies, questions about how responsibility is conceptualized – and which aspects that are being prioritized – are analysed from a communication perspective. We understand communication practices in companies as an organizational field permeated with relatively strong norms and taken-forgranted ideas. These norms and ideas are partly created and maintained by actors in the field of communication – i.e. communication managers and communicators, but also communication consultants and through professional training. The logic of media is a key part of the set of norms and ideals defining the field of professional communication practices. Against this background, three conclusions about how communication practices and norms specifically influence the format, content and focus of responsibility issues are presented and discussed. First, the importance of the agenda and logic of the media is enhanced by communicators within the studied companies. Second, media crises and scandals of other companies and organizations justify the communicators’ own focus and work routines concerning responsibility issues. And third, the relatively long time frame that characterizes much work with responsibility issues tends to be shortened as these issues are understood from a communication perspective